When Denmark is playing, we all play along – especially when it’s the World Cup. Carlsberg has been with the national Danish team for all of the 40 years that Denmark has participated on the international scene as a sponsoring partner of the DBU. In fact, the sponsorship made it possible to hire the first professional sports manager 40 years ago. How could we communicate the 40 years of partnership following the rules of not connecting active sports with alcohol?
Danes have grown up with football, and stars like Elkjær, Mølby, Lerby, Olsen, and Laudrup have created football history, not to mention the Euro Cup victory of 1992. The stories are there and it’s only natural for Carlsberg to help tell them. To cater to the people who only watch football when the national team is playing, it was important not to get too far into minute details yet still appeal to the good old Danish Roligans.
The Carlsberg World Cup campaign 2018 became a nostalgic time travel in the eyes of the fans, so that we elegantly avoided what was happening on the field. The campaign was named “Og det var Danmark” [And that was Denmark] and was widely communicated in many ways and platforms. Everything was gathered in a virtual locker room, where people could explore the many memories, stories, quizzes and videos inside the football universe. During the World Cup, all cans were designed with classic icons and all Danish football fans could win nostalgic prizes at detvardanmark.dk.