By adopting Liverpool FC’s red colour to celebrate its long association with the club, Carlsberg continues to play with its distinctive assets in a way that revitalises the brand.
By Mark Ritson
The aim of the campaign, which features the Hollywood actor as a ‘human bridge’, is to make Amstel the beer brand that’s talked about in 2019 and broaden its consumer base.
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
With Premier League glory within reach, marketing at Liverpool Football Club is more important now than ever if it’s to leverage its growing fan base and engage with supporters beyond match days.
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The retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
The co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
Ecommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.