Even though Denmark did not participate in World Cup 2014, the Danes were watching, and beer goes well with watching football. Carlsberg = football and everybody knows that a good match has to be accompanied by cold beer. But, since Budweiser was the official sponsor, we could not connect Carlsberg to the event.
That of course had its creative demands for the campaign – to market a product in an occasion we could not mention. But the World Cup was right in the middle of the famous Danish barbecue season, which was a great opportunity to catch the men: beers for the match, beers for barbecuing.
A beer can design with the Brazilian flag and a grill made it pretty clear that this was the beer of choice for watching the World Cup. In an implicit and intelligent way, this campaign spoke right to the consumer. The design also made it easier for all the women to shop, since statistics show that they do more of the grocery shopping
Carlsberg sales increased by 20% during the time of the campaign.