Cannes Lions
CP+B COPENHAGEN, Copenhagen / CARLSBERG / 2018
Overview
Entries
Credits
Description
We made a beer thats flavour was affected by the sights and sounds of Liverpool FC matches in order to honour Carlsberg's 25 year sponsorship of Liverpool FC. Plants, they're affected by
light, but some scientists believe they are also affected by sounds and music. We used this
science to grow hops, an essential ingredient in beer, to the sights and sounds from the last 25 years of Liverpool FC matches.
Execution
Using large-scale LCD screens in a greenhouse, we grew hop plants from seed to 5-meter-tall while immersed in LFC matches from the past 25 years. After 6 months the hops were
harvested and used to brew the special beer.
When launching the campaign, the PR efforts were spread into two phases. Phase one was
kicked off on September 15th with outreach to the selected target media. In addition to this,
interviews were also setup between LFC Legends and local sports media.
In the second phase, the beer was launched with tasting events across Carlsberg markets for
sports journalists and local LFC supporters clubs. In the UK, the beer was sampled in special
pubs and at Anfield before Liverpool's Premier League match on October 28th. The purpose of phase two was to give journalists and fans alike the opportunity to taste the beer and hereby generate further buzz.
Outcome
The story of the uniquely brewed fan-beer spread across the globe from LFC supporters clubs
to the broader media, generating a total of 416M+ media impressions. But most importantly, it generated an overwhelming amount of positive press and comments from football fans
wanting to taste the beer and engage with the Carlsberg brand. In the end, we made LFC fans
proud of having Carlsberg as their club sponsor.
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