Carlsberg Signs Clifford French

Carlsberg, the official beer of UEFA Euro 2016 and the England team, has briefed Clifford French to manage earned media communications, talent and digital influencer amplification for the brand’s ‘if Carlsberg Did Substitutions’ communications campaign.

The ‘substitutions’ campaign will see 30 well-known local pubs such as The Red Lion and The White Lion become The Three Lions, complete with new signage, for the UEFA Euros 2016.

It will also include a series of fan facing stunts throughout the tournament and work with YouTuber Spencer FC creating fan-first content in France and helping fans win tickets to watch games.  

Dharmesh Rana, senior brand manager, Carlsberg UK commented: “Clifford French continue to impress us with their combination of sport and consumer communications consultancy. Where most sports agencies focus on official rights activation, Clifford French provide a wider consumer focus on story-telling and value added content.”

Dan French, co-founder, Clifford French, added: “Carlsberg is one of the most exciting brands in consumer marketing with recent activities like poster and chocolate bar. We’re delighted to have been selected for their UEFA Euros 2016 team and look forward to ensuring that Carlsberg is part of fans conversations throughout the tournament.”

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