Spoof Stunt Sees Carlsberg Create ‘Beer Caviar’ For Danish Football Fans At Russia 2018

First it was tournament-specific beer brews – sometimes by fans like Budwesier’s ‘Brewed By You’ stunt at Euro 2016 (see case study) and now its luxury food stuffs made from beer.

Whatever next?

The sense of fun, team pride and national relevance shines through in a fun, tactical team stunt like this: something of a contrast from the global strategy Budweiser is using for its ‘Light Up The…’ official beer activation for the 2018 World Cup (see case study).

In recent years Carlsberg has been evolving the approach it takes to football activation – especially in the UK.

Its long, 22-year association with The Football Association in England – a tie-up that resulted in some memorable campaigns such as its Euro 2016 ‘Pessimism to Optimism’ initiative (see case study), ‘French Revolution’ spot (see case study) and ‘Chugger’ stunt (see case study) – has come to close (the brand has been replaced by Budweiser – which is also the official beer of FIFA).

When the tie-up came to an end, the beer group’s Brands VP Liam Newton explained that the brand wanted to “broaden its partnerships” and shift its focus towards live music through deals like its alliances with Live Nation, Wireless and Trnsmt.

One of the more inventive and memorable Russia 2018 ambushes, this activation has gone viral around the world.

It is part of the ongoing ‘premiumisation’ of the Carslberg brand and its beer portfolio: a strategy developed after a year of change at the company which has seen the brand invest in hygge-inspired cinematic creative.