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 FC, its supporters and Carlsberg by engaging in conversation with 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 and Instagram 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
The connection between the reds team of 1964 and the iconic decision by Shankly to make the kit 'All Red' along with the red and white striped scarf being waved on the Kop. Ian St John represents a player from that 1964 era but also his nickname being 'The Saint' matched the song due the reds being swapped for the Saints go marching in. Shankly first said to Ron Yeats who first modelled the Kit in 1964 'You look a colossus 10ft tall now son' therefore the choice of Virgil van Dijk seemed the perfect modern day representation.
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.
After much discussion with internal teams at LFC it was decided to have some product placement in the advert. Part of the LFC retro range and replica kits played a big part throughout the campaign and help sales of these products thanks to the indirect advertising.
These shots also represented the way in which fans made their approach to LFC games and their loyality and support of the club
The Final score
Carlsberg successfully used the power of globally connected fan networks on Facebook and Instagram 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.
