Beverages: Carlsberg treats Berlin taxi drivers in soccer-led campaign

Why it is the topic trending:

• Carlsberg's Official Beer Status for UEFA: The campaign marks the debut activation of Carlsberg's new role as the 'official beer' of UEFA Men’s National Team Football, making it a significant marketing initiative related to a major sporting event.

• Focus on Alcohol-Free Extension: The campaign specifically promotes Carlsberg's alcohol-free beer, aligning with the growing trend of mindful drinking and offering a product suitable for a wider audience during soccer events.

• Unique and Localized Advertising Approach: Featuring Berlin taxi drivers in the ad provides a local touch and a relatable scenario, deviating from typical sports advertising.

• Overview:

  • Carlsberg's UEFA Partnership Activation: Carlsberg launched its campaign as the 'official beer' of UEFA Men’s National Team Football with a new online ad.

  • 'Fare My Game' Campaign: The activation, titled ‘Fare My Game’, centers around an online video.

  • Promotion of Alcohol-Free Beer: The campaign specifically highlights Carlsberg's alcohol-free beer extension.

  • Features Berlin Taxi Drivers: The ad features several taxi drivers from Berlin.

  • Multi-Platform Distribution: The campaign will run on online video platforms, social media, paid media, and through internal communications, as well as Carlsberg's global digital channels.

Detailed findings:

• Carlsberg is Official Beer of UEFA: The namesake brand has become the ‘official beer’ of UEFA Men’s National Team Football.

• ‘Fare My Game’ Ad: The campaign's first move is an online ad titled ‘Fare My Game’.

• Focus on Alcohol-Free Beer: The ad and campaign specifically promote Carlsberg’s alcohol-free beer extension.

• Berlin Taxi Drivers Featured: The video advertisement features several taxi drivers from Berlin.

• Online Distribution: The ad will primarily run online, appearing on video platforms and social media.

• Paid Media and Internal Communications: The campaign also includes paid media efforts and internal communications.

• Global Digital Channels: The video clip will also be aired on brand Carlsberg’s digital channels worldwide.

• Soft Start to the Year for Carlsberg Group: The article mentions that the Carlsberg Group experienced a 1.5% dip in sales in the first three months of the year, with the CEO citing a “soft start.”

• Next Phase of Growth for Carlsberg Brand: Lynsey Woods, Global brand director for Carlsberg, sees this campaign as the “start of the next phase of growth” for the Carlsberg brand.

Key success factors of product (trend):

• Leveraging High-Profile Sponsorship: Tying the brand to a major sporting event like UEFA Men’s National Team Football provides significant visibility and reach.

• Capitalizing on Mindful Drinking Trends: Promoting the alcohol-free beer extension aligns with the growing consumer preference for non-alcoholic options.

• Creating Relatable and Engaging Content: Featuring everyday individuals like taxi drivers in the ad can make the campaign more relatable and engaging for a broader audience.

• Multi-Platform Distribution Strategy: Ensuring the campaign reaches consumers across various online channels maximizes its impact.

Key Takeaway:

Carlsberg's debut campaign as the official beer of UEFA Men’s National Team Football focuses on its alcohol-free beer extension and features Berlin taxi drivers in an online advertisement. This approach aims to capitalize on the popularity of soccer, the growing trend of mindful drinking, and relatable storytelling to drive brand growth following a soft start to the year for the Carlsberg Group.

Main trend:

The main trend is brands leveraging major sporting events to promote their products, particularly non-alcoholic alternatives, through digital-first campaigns.

Description of the trend (please name it):

The trend is "Sport-Driven Mindful Beverage Marketing." This describes the strategy of beverage brands to capitalize on the widespread appeal of major sporting events, like UEFA Football, to promote their products, with a specific focus on non-alcoholic or low-alcohol options, using predominantly digital and online channels.

What is consumer motivation:

• Association with Popular Events: Consumers are often drawn to brands associated with major sporting events they enjoy.

• Interest in Alcohol-Free Options: A growing number of consumers are seeking non-alcoholic alternatives for various reasons, including health, moderation, or the ability to enjoy a beverage in different contexts (like while driving).

• Relatability and Authenticity: Featuring everyday people like taxi drivers can make an ad more relatable and feel more authentic to viewers.

What is driving trend:

• High Visibility of Major Sporting Events: Events like the UEFA Men’s National Team Football offer brands a massive global audience.

• Growing Popularity of Non-Alcoholic Beverages: The increasing demand for mindful drinking options creates a significant market for alcohol-free beers and other alternatives.

• Shift Towards Digital Marketing: Online video platforms and social media offer cost-effective and highly targeted ways to reach consumers.

• Brand Desire for Positive Association: Sponsoring popular events can enhance a brand's image and create positive associations.

What is motivation beyond the trend:

• Reaching a Broader Audience: Promoting alcohol-free options allows brands to appeal to consumers who may not consume alcohol.

• Responsibility and Inclusivity: Highlighting alcohol-free options can be seen as a responsible marketing approach and can make the brand more inclusive.

• Potential for Increased Sales Volume: By catering to both alcoholic and non-alcoholic preferences, brands can potentially increase their overall sales.

Description of consumers article is referring to:

The article implicitly refers to two main groups of consumers:

• Soccer Fans: This is a broad demographic that follows and engages with European national team football. Carlsberg aims to reach this large audience through its UEFA sponsorship.

• Consumers Interested in Alcohol-Free Beer: This segment includes individuals who are looking for non-alcoholic alternatives to beer, whether for health reasons, lifestyle choices, or specific situations like driving.

Summary of Consumer Description: The article points towards soccer enthusiasts who are likely to be receptive to brands associated with the sport, and a growing segment of consumers seeking alcohol-free beer options for various reasons.

• Who are them: Individuals who enjoy watching European national team football and those who are interested in consuming non-alcoholic beer.

• What kind of products they like: Soccer fans are interested in beer brands associated with the sport. Consumers seeking alcohol-free options are interested in non-alcoholic beer that offers a similar taste and experience to regular beer.

• What is their age?: The article does not specify age demographics, but soccer has a broad appeal across age groups. The trend of mindful drinking is also prevalent among various age segments, including younger adults.

• What is their gender?: Soccer has a wide following across genders, and the appeal of alcohol-free beverages is also not limited by gender.

• What is their income?: The article does not provide information on income levels of the target consumers.

• What is their lifestyle: Soccer fans likely incorporate watching matches into their leisure activities, often in social settings. Consumers interested in alcohol-free beer may lead lifestyles that prioritize health, moderation, or require them to avoid alcohol at certain times.

• What are their category article is referring shopping preferences: They are likely to be influenced by brands associated with events they enjoy. Consumers seeking alcohol-free beer might look for it in grocery stores, pubs, and online platforms.

• Are they low, occasional or frequent category shoppers: Soccer fans might increase their beer consumption around match times. The frequency of alcohol-free beer purchases would depend on individual consumption habits.

• What are their general shopping preferences-how they shop products, shopping motivations): Soccer fans might show loyalty to brands that sponsor their favorite sports. Consumers of alcohol-free beer are likely motivated by taste, health considerations, and the desire for a similar social experience without alcohol.

Conclusions:

Carlsberg's campaign effectively leverages its UEFA sponsorship to reach a large audience of soccer fans while specifically promoting its alcohol-free beer extension. This strategy aligns with current trends in sports marketing and the increasing demand for non-alcoholic beverages. The use of relatable content featuring Berlin taxi drivers adds a unique and localized touch to the global campaign.

Implications for brands:

• Strategic Partnerships with Major Events: Brands can gain significant visibility and reach by partnering with popular sporting and cultural events.

• Highlighting Non-Alcoholic Alternatives: Promoting alcohol-free versions of popular products can tap into a growing market segment and promote responsible consumption.

• Creating Locally Relevant Content: Incorporating local elements and people into advertising campaigns can increase relatability and engagement.

• Prioritizing Digital Distribution: Online video platforms and social media are crucial channels for reaching a broad audience, especially for event-related marketing.

Implication for society:

• Normalization of Alcohol-Free Options: High-profile campaigns featuring alcohol-free beverages can contribute to their increased visibility and acceptance in society.

• Association of Brands with Positive Events: Brands aligning with popular sporting events can create positive brand associations.

Implications for consumers:

• Increased Awareness of Alcohol-Free Choices: Consumers, particularly soccer fans, will likely become more aware of Carlsberg's alcohol-free beer option.

• Potentially More Diverse Advertising Content: Featuring everyday individuals in ads can offer a refreshing alternative to traditional celebrity endorsements.

Implication for Future:

• Continued Growth of Sports-Related Marketing: Brands will likely continue to invest heavily in sponsorships of major sporting events.

• Further Emphasis on Non-Alcoholic Beverage Promotion: Expect to see more beverage brands highlighting their alcohol-free alternatives in marketing campaigns.

• More Localized and Authentic Advertising: Brands may increasingly opt for featuring real people and local contexts in their advertisements to enhance relatability.

Consumer Trend (name, detailed description):

The Event-Driven Mindful Consumption: This trend describes consumers' increased interest in non-alcoholic beverage options, particularly around social events like sports games, allowing them to participate in the occasion while choosing to abstain from or reduce alcohol consumption.

Consumer Sub Trend (name, detailed description):

The Rise of Relatable Brand Storytelling: Brands are increasingly using stories featuring everyday individuals and relatable situations in their advertising to connect with consumers on a more personal level.

Big Social Trend (name, detailed description):

The Global Popularity of Football (Soccer): Football is a globally beloved sport with a massive and diverse fanbase, making it an attractive platform for brand marketing.

Worldwide Social Trend (name, detailed description):

Increasing Global Focus on Health and Wellness: There is a growing worldwide trend towards prioritizing health and wellness, which includes a greater awareness and acceptance of non-alcoholic beverages.

Social Drive (name, detailed description):

The Desire for Inclusive Social Participation: Consumers want to be able to participate fully in social events, regardless of their alcohol consumption preferences.

Learnings for brands to use in 2025:

• Leverage Cultural Moments: Aligning with major cultural events, like sporting championships, can provide significant marketing opportunities.

• Cater to Diverse Consumer Needs: Offer and promote both alcoholic and non-alcoholic versions of popular products to appeal to a wider audience.

• Emphasize Authenticity in Advertising: Feature real people and relatable scenarios to build trust and connection with consumers.

Strategy Recommendations for brands to follow in 2025:

• Secure Strategic Sponsorships: Identify key events that align with their target audience and brand values.

• Invest in Non-Alcoholic Product Development: Ensure their non-alcoholic offerings are high-quality and appealing to consumers.

• Create Engaging Digital Content: Develop online advertising campaigns that are relevant, relatable, and shareable.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

In 2025, the trend of sport-driven mindful beverage marketing signifies a valuable opportunity for brands to capitalize on the global appeal of major events like UEFA Football while meeting the growing consumer demand for non-alcoholic options, which can be effectively achieved through strategic sponsorships and authentic, relatable digital campaigns.

Final Note:

• Core Trend: Sport-Driven Mindful Beverage Marketing: Utilizing major sporting events to promote alcoholic and especially non-alcoholic beverage options.

• Core Strategy: Strategic Sponsorship and Authentic Digital Content: Brands should align with key events and create relatable online campaigns.

• Core Industry Trend: Leveraging Cultural Events for Brand Promotion: The beverage industry increasingly uses major events for marketing and visibility.

• Core Consumer Motivation: Desire for Inclusive Social Participation with Healthy Choices: Consumers want to engage in social occasions with beverage options that suit their preferences, including alcohol-free alternatives.

Final Conclusion:

Carlsberg's UEFA campaign exemplifies the growing trend of brands strategically aligning with major cultural and sporting events to reach a broad audience while also addressing the increasing consumer interest in mindful consumption. By focusing on their alcohol-free beer and using a relatable advertising approach, Carlsberg aims to score with both soccer fans and those seeking non-alcoholic options, setting a potential benchmark for future beverage marketing initiatives.

Core Trend Detailed: description.

The core trend, Sport-Driven Mindful Beverage Marketing, is characterized by a strategic convergence of several key elements. Firstly, it involves beverage brands, particularly those in the beer and related categories, actively seeking partnerships and sponsorships with major sporting events that command a global audience. Secondly, there's a noticeable emphasis on promoting non-alcoholic or low-alcohol versions of their products within these campaigns, aligning with the rising consumer trend of mindful drinking and wellness. Lastly, these campaigns are increasingly digital-first, utilizing online video platforms, social media, and other digital channels to reach a broad and engaged audience. This trend signifies a shift towards responsible marketing that caters to a wider range of consumer preferences, including those who choose to abstain from or reduce alcohol consumption, while still leveraging the immense reach and emotional connection associated with popular sports.

Key Characteristics of the Core trend:

• Leveraging Major Sports Sponsorships: Brands form official partnerships with high-profile sporting events to gain visibility and associate their products with positive experiences.

• Emphasis on Non-Alcoholic Alternatives: Campaigns often feature or specifically promote the brand's zero-alcohol or low-alcohol product lines.

• Digital-First Marketing Approach: Online video, social media platforms, and digital advertising are the primary channels for campaign distribution and engagement.

• Focus on Inclusivity and Responsibility: Promoting non-alcoholic options allows brands to appeal to a broader audience and align with responsible drinking messages.

Market and Cultural Signals Supporting the Trend:

• Carlsberg's UEFA Sponsorship and Campaign: This specific example demonstrates the active implementation of this trend by a major beer brand.

• Growing Market for Non-Alcoholic Beverages: Industry data consistently shows an increase in consumer demand for non-alcoholic beer, wine, and spirits.

• Increased Awareness of Health and Wellness: A greater societal focus on health and well-being is driving the demand for mindful drinking options.

• High Engagement with Sports Content Online: Digital platforms are key destinations for fans to follow and engage with their favorite sports.

How the Trend Is Changing Consumer Behavior:

• Increased Awareness of Non-Alcoholic Options: High-profile campaigns help to raise consumer awareness and destigmatize non-alcoholic choices.

• Positive Association of Brands with Sports and Responsibility: Brands that promote both their alcoholic and non-alcoholic offerings within a sporting context can foster a positive image.

• Normalization of Mindful Drinking at Social Events: Seeing major brands promoting alcohol-free options around events like soccer matches can contribute to the normalization of mindful drinking in social settings.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Need to invest in developing high-quality and appealing non-alcoholic product alternatives.

  • Strategic partnerships with major events are crucial for reaching a large audience.

  • Digital marketing capabilities need to be strong to effectively execute these campaigns.

• For Retailers:

  • Should ensure they stock a good variety of both alcoholic and non-alcoholic beverages, particularly around major sporting events.

  • Can leverage in-store promotions and tie-ins with sponsored events to drive sales.

• For Consumers:

  • Will have increased exposure to and availability of non-alcoholic beverage options.

  • May develop stronger brand associations with companies that sponsor their favorite sports.

Strategic Forecast:

• This trend is likely to continue and intensify as both the market for non-alcoholic beverages grows and brands seek effective ways to reach global audiences through major events.

• We may see more collaborations between beverage brands, sporting organizations, and even public health campaigns to promote responsible consumption.

• The focus on digital marketing within these campaigns will likely become even more sophisticated, utilizing personalized advertising and interactive content.

Areas of innovation (based on discovered trend):

• Development of More Innovative Non-Alcoholic Beverages: Beyond just beer, expect to see more creative and high-quality non-alcoholic options across different beverage categories.

• Enhanced Digital Fan Engagement Strategies: Brands will likely explore more interactive ways to engage fans online around sponsored events, potentially incorporating their non-alcoholic offerings.

• Partnerships with Athletes and Influencers Promoting Mindful Choices: Expect to see more athletes and influencers advocating for mindful drinking and partnering with brands to promote non-alcoholic options.

Final Thought (summary):

The strategic alignment of beverage brands with major sporting events, particularly with a focus on promoting non-alcoholic alternatives through digital platforms, represents a significant trend that reflects both marketing savvy and a response to evolving consumer preferences for health, inclusivity, and engaging content. Carlsberg's UEFA campaign serves as a prime example of this approach, highlighting the growing importance of mindful consumption in the context of large-scale cultural events.

Source: https://drinks-intel.com/news/carlsberg-treats-berlin-taxi-drivers-in-soccer-led-campaign-video/