Carlsberg UK has introduced a novel solution to prevent spilled pints during football celebrations with their new ‘beer-proof’ hats. The initiative, part of a social media campaign developed by agency Fold7, aims to keep fans’ heads dry whenever the England team scores a goal this summer.
Addressing Spilled Pints
Research indicates that five million pints are spilled each time England scores during a football tournament, estimating that 20% of fans are holding a drink at the moment of celebration.
Social Media Campaign
A recent Instagram post from Carlsberg promoted the giveaway of these innovative hats: “Want to support the lads this summer but flying pints soaking your spirits? We’ve got the answer for you. Intrigued? Of course you are.” The post announced a limited giveaway, encouraging fans to participate by sharing their memorable goal celebrations.
How to Win
To win one of the hats, fans are instructed to follow Carlsberg UK on Instagram and comment with “the goal that sparked the biggest scenes ™️ you’ve ever seen” before the closing date on 4 July. A hundred lucky winners will receive the hats.
Campaign Activation
The campaign debuted during England’s match against Denmark, featuring the hat in a “1990s inspired QVC asset” across social media platforms. Carlsberg is actively engaging on Instagram and Facebook, and also responding in real-time on X (formerly Twitter).
Brand Perspective
Chhaya Kapila from Fold7 highlighted the campaign’s alignment with the Euros and the necessity for a creative response, while Jess Pinnick, senior brand manager at Carlsberg UK, emphasized the playful and entertaining nature of the advertising approach.
By launching these ‘beer-proof’ hats, Carlsberg UK aims to enhance fan experiences during football celebrations while promoting their brand in an engaging and memorable way.
