If Carlsberg did Substitutions


As official beer of the England team Carlsberg wanted to continue its role as “the great motivator”, asking the nation to dig deep and rally behind our national side. So we introduced the campaign ‘‘If Carlsberg did Substitutions”, substituting mundane everyday moments‎ for something truly unexpected.


Continuing the success of the Newsroom approach, the work manifested itself across many touch points both online and off. A heavily weighted national OOH campaign was supported by real world consumer experiences, ticket giveaways, hidden camera stunts, online content, pitch side perimeter boards, social activations, 29 renamed pubs and one incredibly rousing film.


Despite England not getting the result we wanted on the pitch, the campaign results tell another story. Before a ball was even kicked the online films had already racked up millions of views – total views now stand at 9.4 million. Carlsberg’s Facebook page grew by 4k while Twitter increased by 10k followers, and total social media engagements neared the 300k mark. The OOH campaign made a big impact standing out proudly in prestige sights across the nation, including London’s Piccadilly Circus and reaching over 74% of the target market. A huge 637 pieces of coverage was secured across national press and regional press reaching over 2 million people. To top it all off, beer sales went up by 4%.