To celebrate Liverpool FC’s first league title in 30 years, Carlsberg launched a limited edition ‘Champions’ product in 32 markets (eight variations of the same product depending on local market product sizes), featuring signatures of the squad & manager. The campaign was predominantly a channel activity, designed to deliver off-trade sales, but was supported by (and pivoted to encourage) significant digital activity.
The campaign objectives were to add value to the fan experience and build brand affinity with LFC supporters by giving them a commemorative product to celebrate the league title with.
The campaign was a huge success, delivering unprecedented purchase intent with sales to 55 countries. Club post campaign research showed:
– 1 in 2 fans aware of the partnership were aware of the products
– 31% of fans indicated that they felt Carlsberg added value to the fan experience
– 8 in 10 fans aware of the Champions Cans believe that Carlsberg are a genuine supporter of Liverpool FC.