When data revealed the most supported football countries by Malaysians, we made it count at the point-of-purchase through an exciting packaging experience. "What is your FANationality" invited people to pick sides, allowing us to turn our cans, bottles and a variety of premiums into personalized collectibles that were ready to ignite the fans' passion.
Probably the Best Football Beer
A pack-led experience that made Carlsberg the unofficial sponsor of World Cup 2018
Client
- Carlsberg
Office
- Malaysia
Bringing alive “Probably The Best” beer experience for our consumers, we believe that the “Probably The Best Football Beer” campaign is all we need to unite football fans. As Malaysians gear up for the most anticipated football event, we want to reward our consumers with exciting promotions, exclusive merchandise, interactive online game and limited-edition products designed in vibrant colours of Carlsberg’s signature hop leaf shape with the flags of Brazil, Germany, Spain, England, France and Portugal.
Lars Lehmann
Managing Director. Carlsberg Malaysia
World Cup is a massive opportunity for beer sales and personal brand management. But how do you take advantage of it when your brand is not an official sponsor?
Get Malaysian fans to show their pride and support for their nation of choice – all the way up to the beer they drink.
With the redesigned packaging at the center of the experience, we engaged with fans at home and in bars where World Cup was being broadcast. An always-on digital content strategy combined with on-ground games kept the brand association with football high at all times.
No matter who they were supporting, it was clear that Carlsberg was supporting the fans. During the 30-day campaign:
- 10%+ sales volume
- 9,560 participants, total turnout for branded events
- 80,000 participants, total eyeball for booths
- USD 500,000+ PR value
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Awards
2019 Dragons of Asia
Best Campaign by Country
2019 Dragons of Asia
Event or Experiential Marketing Campaign
Gold
2019 Dragons of Asia
Marketing Discipline Campaign
Silver
2019 Dragons of Asia
Brand Trial or Sales Generation Campaign
Merit
2019 Effies
Beverage - Alcohol
Bronze
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