Carlsberg All Red
How Carlsberg succesfully harnessed the power of globally connected fan network to spread the word about its special red beer and celebrate its sponsorship and commitment to Liverpool FC.
Client: Carlsberg
Agency: CP+B
In 2018, Liverpool Football Club made it to the Champions League finale. And lost. With a 25 year history together, Carlsberg wanted to do anything they could to help the Liverpool supporters regain their determination. To do so, we turned to Liverpool FC’s rich history. Liverpool FC was the first football club to play in all red kit. A colour that now represents the very soul of the team.
With this in mind, we created a beer that is red to its very core. Not by coloring, but by brewing it authentically with a specially grown natural red barley variety. On the night before a crucial Champions League game, we turned the iconic Carlsberg logo red and sent a box with the special limited-edition beer and a personal message from Jürgen Klopp to influencers and Liverpool fans across the world.
Fans went crazy for the beer, and the story spread across news sites and sports media worldwide. Owning a bottle of All Red beer became a badge of pride within the global community of Liverpool fans.
“When the Reds go marching in” was performed by local folk singer Jamie Webster - A hero within the Liverpool fanbase
Among there cast were old and new Liverpool stars like Bill Shankly who was on the first lineup to don the All Red kit.
The All Red beer became a collectible and was resold on auction sites.
RESULTS
7.2-point lift in association between Liverpool FC and Carlsberg,
900% increase in Carlsberg website traffic,
Media reach of +155M
Media ROI of 2000%.
Carlsberg successfully harnessed the power of globally connected fan network to spread the word about its special red beer and celebrate its sponsorship and commitment to Liverpool FC.