Agency: Crispin Porter Bogusky CPH
Design Director: Line Dahlström
Photographer: Rasmus Rønne
Creative Director: Kristoffer Gandsager
Creative Director: James Godfrey
Creative Lead: Regner Lotz
Art Director: Thea Stevnhøj
Art Director: Rasmus Zepernick
Account Manager: Sofia Brockenhuus-Schack
Project Type: Produced
Product Launch Location: Denmark
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle
In 2018, Liverpool Football Club made it to the Champions League finale. And lost. With a 25 year history together, Carlsberg wanted to do anything they could to help the Liverpool supporters regain their determination. To do so, we turned to Liverpool FC’s rich history. Liverpool FC was the first football club to play in all red kit. A colour that now represents the very soul of the team.
With this in mind, we created a beer that is red to its very core. Not by coloring, but by brewing it authentically with a specially grown natural red barley variety. On the night before a crucial Champions League final, we turned the iconic Carlsberg logo red and sent a box with the special limited-edition beer and a personal message from Jürgen Klopp to influencers and Liverpool fans across the world.
Fans went crazy for the beer, and the story spread across news sites and sports media worldwide. Owning a bottle of All Red beer became a badge of pride within the global community of Liverpool fans. Carlsberg experienced an unprecedented 900% increase in visitors to their website and bottles even started selling on auction sites. Carlsberg successfully harnessed the power of globally connected fan network to spread the word about its special red beer and celebrate its sponsorship and commitment to Liverpool FC. The campaign achieved: 7.2-point lift in association between Liverpool FC and Carlsberg, 900% increase in Carlsberg website traffic, a media reach of +155M and a media ROI of 2000%.
Carlsberg went all the way and changed their green signature colour into red and produced af red beer from the inner to the outer – only to honour The Mighty Reds at Liverpool FC. That’s dedication.