Advertising a powerful alcohol-free promotion during Liverpool v Chelsea

In the UK, we promoted Carlsberg 0.0% during a Liverpool v Chelsea match in the 2023/24 season. We noticed that four of the last five matches between the two teams had been goalless draws and used this insight as inspiration. With the line, “The only 0.0 we want”, this campaign built an engaging story around our Carlsberg alcohol-free beer. 

The campaign included two videos. The first showed retired professional footballers Robbie Fowler, Becky Easton and David James take on a football challenge, and the second showed the three former players analysing why there weren’t any goals in the recent games. A full-page ad was also created for the game programme and perimeter board advertising. Samples were handed out at the match and social media activations scheduled at the same time.

This is just one example of how we are promoting our growing our range of great tasting alcohol-free beer.