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Marketing and Sponsorship

Carlsberg Releases Patriotic Euro 2016 Ad For England Football Team

Carlsberg is issuing a "call to arms" for the nation to get behind the England football team for Euro 2016 in its latest ad, according to Gurjit Degun of CAMPAIGN LIVE. The film by Fold7 "shows a man watching a football game in a pub." He turns his attention to the camera and asks "the people of England" to forget about work and get behind the footballers. As he walks through the pub, continuing his passionate monologue, he "is surrounded by England football supporters enjoying the game, and patriotic music plays in the background." The spot "was created by Rod Elms and John Yorke, and directed by Matt Rhodes through Mustard." It launched on Monday on YouTube and "will be supported by out of home activity." OMD UK handled "the media planning and buying" (CAMPAIGN LIVE, 5/23). THE DRUM's Tony Connelly wrote England’s "underwhelming performances at recent major football tournaments has given birth to a pessimism." Carlsberg "is trying to instil once more an optimism." The new ad is titled "Substitute Pessimism for Optimism." Fold7 Founder & Chief Creative Officer Ryan Newey said, "When it comes to tournaments, there’s no shortage of pessimism in this country. The campaign continues Carlsberg’s role as ‘the great motivator’ as games aren’t just won and lost on the pitch, they’re won in the pub. There are 54 million people in our football club" (THE DRUM, 5/23).

THREE LIONS:
The MORNING ADVERTISER's Mike Berry wrote Carlsberg "is putting pubs at the heart of its official beer sponsorship" of Euro 2016 and the England team. The brewer "created two on-trade focused activations to ramp up excitement about the tournament." Pubs up and down the country with names such as The Red Lion and The Three Horseshoes "will switch their traditional signage for a new 'The Three Lions' fascia." The bespoke "signs feature a group of England players -- including strikers Wayne Rooney and Jamie Vardy and goalkeeper Joe Hart" (MORNING ADVERTISER, 5/23).

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