As Liverpool Football Club headed into the 2019 season, Carlsberg decided to show their support by brewing a special red beer to match the teams notorious all-red kit, then used Facebook and Instagram to generate excitement and positive brand associations with its sponsorship club.
Carlsberg wanted to reinforce the strong connection between Liverpool Football Club, its supporters, and Carlsberg by engaging in conversation with all their fans worldwide.
Positive Brand Association
In preparation of Liverpool FC’s performance in the 2018 UEFA Champions League final, Carlsberg pledged to develop a special one-off red beer if Liverpool won. Brewed with red barley to correspond with the colour of the famous all-red kit that Liverpool FC players have sported since 1964. Liverpool FC, unfortunately, did not win the 2018 final, however, due to the excitement that the announcement created Carlsberg decided to go ahead with the beer as a way of lifting morale and fans spirit.
Social Promotion
The campaign began originally on Facebook with the post “In 1964, we went all red. Today so does Carlsberg”. Carlsberg sent a special Red Barley box containing a bottle of the special limited-edition beer, and a video message from Liverpool manager Jürgen Klopp, to influencers and Liverpool fans who were active in their local fan community.
Facebook, Instagram and TikTok ads spread the word about the campaign globally, using short vertical videos ads and the hashtag #allred. Liverpool FC Facebook groups worldwide held special Red Barley viewing parties to share photos of the beer and associated merchandise over social media.
Owning a "Red Barley" box or even a bottle of the special beer became a badge of pride within the global online community with fans taking pictures of their bottle and posting it on social the campaign grew. The campaign generated coverage in sports magazines and newspapers around the world. The following year, Liverpool went on to win the UEFA Champions League in 2019.
The Ideas / Messaging
Developing a campaign that bridged historical legacy with modern representation, drawing a connection between the iconic 1964 decision by Bill Shankly to make the Liverpool kit ‘All Red’ and the current team. Highlighting the symbolism of the red and white striped scarf waved on the Kop, evoking the deep-rooted traditions of the club.
Integrated the legacy of Ian St John, a key player from the 1964 era, nicknamed ‘The Saint’. Tying this to the fan-favorite chant, "When the Saints Go Marching In." The selelection of Virgil van Dijk as the modern-day representation of Ron Yeats, who first modeled the 1964 kit, reflecting Shankly’s remark, "You look a colossus 10ft tall now, son."
We managed to craft a narrative that honored Liverpool’s rich history while celebrating the continuity of its iconic imagery and values through contemporary figures.
Jamie Webster was chosen to sing the song for all of the campaign adverts. As a lifelong red and scouser made famous by his music, that his voice and face seemed the perfect way to carry the message to the LFC fan base. Many of the supporters would approach Anfield via the closed terraced streets surrounding the ground which was also clear throughout the advert.
Collaborating with internal teams at LFC to strategically integrate product placement into the advertising campaign, focusing on the LFC retro range and replica kits. Incorporated key products throughout the campaign, boosting sales through indirect advertising that resonated with fans.
Captured the essence of fan loyalty and support, showcasing how fans approach LFC games while subtly highlighting the club's merchandise. Enhancing the campaign’s impact, using product placement to create a deeper connection between the club and its supporters while driving merchandise sales.
The Final Score
Carlsberg successfully used the power of globally connected fan networks on Facebook, Instagram, Snapchat and TikTok to spread the word about its special red beer and celebrate its sponsorship and commitment to Liverpool FC.
Between May and July 2019, the campaign achieved:
19X return on ad spend
7.2-point lift in the association between Liverpool FC and Carlsberg
9X increase in Carlsberg website traffic
FB - 56.7k Views • 735 Comments • 5.3k Likes
This was part of a wider brand campaign which Carlsberg later followed up with a Champions branded lager when the club successfully won the Premier league title in 2020.
