Carlsberg Launches Kickabout Campaign

Carlsberg, the official beer of the Barclays Premier League, has launched a new global TV commercial staring former Manchester United goalkeeper Peter Schmeichel and presenter Jeff Stelling, to coincide with the launch of the 2015/16 season.

Designed by creative agency 72andSunny Amsterdam, the commercial focuses on a casual game of football in a park, transformed by Carlsberg into “probably the best kickabout in the world.”

Watch the ad at Sport Industry TV. 

Amongst others, the advertisement features an injured player made younger by a magic sponge, Peter Schmeichel stopping a wayward shot, and a giant screen proving a disputed goal.

Richard Whitty, senior marketing manager football, Carlsberg commented: “Through the new television commercial and supporting campaign we’re seeking to capture the imagination of football fans all around the world. We know they engage with ‘If Carlsberg did…’ and we think they’ll enjoy our take on the humble park kickabout.

“While the humour of the advert will have widespread global appeal, we’ve also added subtle references to the Barclays Premier League that knowledgeable football fans will understand and expect from Carlsberg, as the beer of football. We hope fans love it as much as we do.”

Carlsberg global ambassador Peter Schmeichel, added: “Carlsberg really understand football fans and they know that every fan in the world will recognise this kind of kickabout, when a casual game escalates in the imagination to become more emotional, competitive and dramatic. In my eyes Carlsberg has captured this essence perfectly and it’s fun to be a part of it.”

The new ‘If Carlsberg did…’ TV commercial supports “Doing football better, for the fans”, Carlsberg’s broader creative positioning across all of its football properties – including the Barclays Premier League, UEFA Euro 2016 and Liverpool FC.

The campaign will run through all of Carlsberg’s sponsorship marketing including out of home, PR, media partnerships and on-pack.

The commercial will be shown from today and will be rolled out across Carlsberg markets including Europe, Asia and Middle East.