The World Cup offers a massive sales opportunity for lager brands with an additional 73 million extra pints up for grabs. Carlsberg had aspirations to elevate themselves from third biggest selling lager (behind Carling and Fosters) to number one.
To be the biggest selling lager during World Cup 2010
TV is where football lives with a multitude of armchair followers, so TV would be a pivotal vehicle to reach the target audience. Research had shown that TV is the most influential paid-for contact point for lager drinkers and one of the main drivers of Carlsberg's fame. So TV was the perfect partner to rouse the nation's spirits in the build up to the big tournament in South Africa, give the trade the support it needed and deliver the reach necessary to deliver a step change in sales.
Carlsberg overtook Carling and Fosters to become the biggest lager during the tournament with 34% market share. Sales were up an impressive 17%
Spontaneous mentions of the Carlsberg brand increased steadily throughout the duration of the Team Talk campaign. Over 1,200 Team Talk videos were created, there were almost 1m channel views of the You Tube page and 15,000 became Facebook fans. Finalists in the Best Integrated Campaign in the Thinkbox TV Planning Awards 2011.
With inspiring TV creative, they tapped into the anticipation created by the approaching tournament. Going early with their media activity and capitalising on pre-tournament excitement drove sales up an impressive 17%.