Objective

To activate Carlsberg’s long standing partnership with Liverpool with a campaign to resonate with football fans globally, encouraging them to ‘Celebrate Responsibly’.

Strategy

Our game plan centred on an iconic clash of two Premier League giants: Liverpool and Chelsea. We discovered an incredible fact about this game, it is the longest run of draws in the Premier League (8) while 4 out of the 5 fixtures ended 0-0. The game was scheduled on the last day of Dry January, so we jumped at the chance to make this campaign about Carlsberg 0.0 – the alcohol free beer.

Campaign

The campaign positioned Carlsberg as ‘The Only 0.0 We Want’ and built hype amongst fans on social in the days running up to the game. Content published on brand and club channels, saw legends Robbie Fowler and Becky Easton taking on a playful 0.0 challenge trying to score past David James and 10 players ‘parking the bus’ on the goal line as well as debating the history of 0-0’s in this heavyweight fixture.

On match day we sampled Carlsberg 0.0 to thousands of fans on their way into Anfield, while perimeter boards ran throughout the game, plus a fan took the penalty challenge at the Kop End against David James.

Carlsberg was the only 0.0 on the night as Liverpool thumped Chelsea 4-1!