Carlsberg has debuted its tie-up with European soccer organiser UEFA with an activation that airs this week.
Centred around an ad (below) that will run online, ‘Fare My Game’ marks the first move of the namesake brand’s ‘official beer’ status of UEFA’s Men’s National Team Football. The spot, which features several taxi drivers from Berlin, pushes Carlsberg’s alcohol-free extension and appears on online video platforms, social and paid media and through “internal communications”.
The clip also airs on brand Carlsberg’s digital channels worldwide.
In results from the first three months of this year, announced in late April, the group saw its sales dip by 1.5% on the corresponding period a year earlier. CEO Jacob Aarup-Andersen admitted at the time to a “soft start to the year”.
