Carlsberg has sponsored Liverpool FC for 30 years this season, making the partnership the longest-running within the Premier League. To mark the event, the Danish beer model has launched a brand new multi-channel marketing campaign, dubbed Perpetually Followers.
By The Community took the partnership between Carlsberg and Liverpool FC and introduced it to life. The brand new marketing campaign exhibits a “three-decade lengthy visible pub crawl down reminiscence lane by means of legendary moments, frozen in time,” expressed Carlsberg.
The thought was to faucet right into a behavior doubtless acquainted to many soccer followers: “cheering in your membership with one hand, whereas defending your beer with the opposite”.
A number of founding companions of The Community collaborated on Perpetually Followers, together with Danish company Price Your Whereas, SMALL from New York, London-based The Council, and Drive Studios, which relies throughout Copenhagen, Berlin, and Oslo. Perpetually Followers, which is operating throughout 26 nations worldwide, goals to “encourage satisfaction and keenness amongst Liverpool FC followers internationally”, based on Carlsberg.
The marketing campaign launches alongside six limited-edition Legends cans designed by Taxi Studio, every of which depicts a “legendary Liverpool FC fan favorite from the previous three many years”: Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia.
Louise Bach, head of worldwide sponsorships at Carlsberg says that the marketing campaign highlights “what nice partnerships actually are” by wanting again on the model’s historical past with LFC. These partnerships are delineated by “spotlighting moments from the final 30 years – some massive, some small, some unforgettable; and sharing it by means of legends current and previous, and the followers”.
Alongside the movie and limited-edition can designs, varied different marketing campaign actions will probably be launching all through the season together with mini-documentaries “connecting Legends and followers over a beer” and “fan-centric activations that pay tribute to long-time loyal followers”.
Credit:
Inventive: The Community (Price Your Whereas, The Council, SMALL, Drive)
Hero movie director: Tore Frandsen
Can designs: Taxi Studios, Everland
Mini docs: Drive Studios
Composer: Lasse Martinussen
