Close
Close
Carlsberg
If Carlsberg Did...
Services
- Strategy
- Advertising
- Brand
- Content
- Social
Scroll
The Context
We've worked with Carlsberg for over fifteen years, evolving the brand as audiences and markets have changed. Through it all, one asset has lived on in culture: "If Carlsberg Did…" We decided to bring it back to reignite latent brand love. It just needed something new to say.
The Opportunity
The original "If Carlsberg Did…" was born when Britain was on the up. It was about dreaming big, taking ordinary things and imagining elevated versions of them. But the world had changed. The best things in life, from a decent home to a World Cup ticket, have slipped into the hands of the privileged few.
That's where Carlsberg's purpose of helping more people access more of the best, comes in. We flipped the line from "what if we made this better?" to "what if we gave this back to everyone?" We find things that feels out of reach, then do something about it. Carlsberg is the brand that entertains but also solve problems.
That's where Carlsberg's purpose of helping more people access more of the best, comes in. We flipped the line from "what if we made this better?" to "what if we gave this back to everyone?" We find things that feels out of reach, then do something about it. Carlsberg is the brand that entertains but also solve problems.
The first execution of the new "If Carlsberg Did…" came out during the World Cup. While other brands slapped shiny celebrities all over their posters, we did the opposite. We gave the posters back to the streets, to the people and to football.
We flyposted Goalposters up and down the country, turning city walls into instant goals.
No app or booking, required, people just brought a ball and had a kickabout.
Making sure fans can watch the best matches led us to respond to other cultural moments too, like when FIFA tried to sell football's future for parts.
In classic Carlsberg style, we used humour to take a serious stand on access, keeping supporters at the centre of the game.
From a group WhatsApp chat to a global moment in a matter of hours, reaching over 130 Million in earned media.
Other executions include ‘If Carlsberg Did Summer…’
During the hottest summer on record, we turned the quintessentially British icon, the ice cream van into a roaming bar.
Pubs were heaving, while those in public parks were parched. Enter Carlsberg and its reasonably priced ice-cold pints.
1.2 Billion
Impressions
1,576
Pieces of coverage
$11.6 Million
Earned media value
00%