Title	CARLSBERG GOES ALL RED
Brand	CARLSBERG
Product/Service	CARLSBERG ALL RED BEER
Category	E02. Sponsorship & Brand Partnership
Entrant	CRISPIN PORTER BOGUSKY+ Copenhagen, DENMARK
Idea Creation	CRISPIN PORTER BOGUSKY+ Copenhagen, DENMARK
Media Placement	FACEBOOK Copenhagen, DENMARK
Production	CRISPIN PORTER BOGUSKY+ Copenhagen, DENMARK
Production 2	THE BASE Copenhagen, DENMARK

Name	Company	Position
Kristoffer Gandsager	CPB Copenhagen	Creative Director
James Godfrey	CPB Copenhagen	Creative Director
Sofia Brockenhuus	CPB Copenhagen	Account Lead
Regner Lotz	CPB Copenhagen	Senior Creative
Line Dahlstrøm	CPB Copenhagen	Design Lead
Thea Stevnhøj	CPB Copenhagen	Creative
Rasmus Zepernick Jensen	CPB Copenhagen	Creative

Why is this work relevant for Brand Experience & Activation?

We created a beer - something tangible that Liverpool fans could experience, taste, and share with other fans. On the night before a crucial Champions League match, we shared the special All Red Carlsberg with LFC fans and influencers across the world.

background

Liverpool Fans were heartbroken after their team narrowly lost the Champions League Final in 2018. As a major sponsor of Liverpool, Carlsberg knows the fans play such an important role in helping the team win. We wanted to help the fans get back in the fight, so they could help Liverpool win. The marketing objective was to gain PR and respect amongst Liverpool fans.

Describe the creative idea (20% of vote)

Create a special beer that can be used as a tool to fire up Liverpool fans just by looking at it. We turned Carlsberg from green to red and crafted an authentic Liverpool red beer. There was no artificial coloring. It was made the authentic way by brewing it with a specially grown natural red barley variety.

Describe the strategy (20% of vote)

Target Audience: Liverpool FC fans all around the world, both individuals and members of supporter clubs. With the target audience of the campaign being Liverpool FC fans, we knew we had to do something extraordinary to break out of the clutter of sponsor communication they are exposed to on a regular basis. We wanted to talk to the fans and make them understand that Carlsberg isn't just a sponsor, we are fans just like them and we are committed to helping Liverpool win. To show them this, we turned to Liverpool’s rich history. Liverpool was the first football club to play in all red. A color that now represents the very soul of the team.

Describe the execution (30% of vote)

After a year of experimentation, in February 2019, the scientists at Carlsberg Laboratory managed to grow the special red barley we could use to brew the All Red Carlsberg beer. On the night before a crucial Champions League final, we shared the beer with Liverpool fans and influencers across the world. Liverpool influencers and community leaders received a special unboxing experience with a personal recorded message from manager Jürgen Klopp. Carlsberg changed the color of their logo from green to red on all online platforms and the story was rolled out on Facebook and Instagram with films featuring Klopp, LFC players and scientists, documenting both the process of developing the beer, the science behind. In the weeks following the launch, the beer was shared at special All Red Viewing Parties across Carlsberg’s markets.

List the results (30% of vote)

The story quickly spread to sports and news media. From the UK to China. Fans across the world went crazy for the beer and tried to track it down. Carlsberg experienced an unprecedented 800% increase in visitors to their website and customer service teams were inundated with calls from fans desperate to try the beer. Bottles even started selling on auction sites. The campaign was a hit with the fans. Most importantly Carlsberg were there when the supporters needed it the most and became a natural part of the celebration when Liverpool FC won the Champions League. Media Reach +155M. Media ROI 2000%.