The solution was to create a Carlsberg branded bar in the studios of the local TV carrier, from which a panel of experts would engage in lively discussions of the games. Every aspect of the bar carried the brand: the coasters, glasses, bottles and cans on the shelves, even the light boxes. Everything was like in a real bar, but it featured only one brand, Carlsberg. SMS competitions were conducted during every match, which was displayed live on screen to establish further engagement and reinforcement of the branding.

Carlsberg's association with Euro 2004 reached 75% and top of mind recall was 60%. This was 79% ahead of their closest rival, Heineken, in terms of association, and 500% ahead in TOM. In a low growth category, Carlsberg achieved a volume sales increase of over 15%.