Forever Fans – Carlsberg Liverpool FC | Clapboard Ad Archive

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Forever Fans - Carlsberg, Liverpool FC | Clapboard Ad Archive

Carlsberg’s Forever Fans campaign marks a major milestone in brand partnership history, celebrating the remarkable 30-year alliance between Carlsberg and Liverpool FC—the longest in the Premier League—by deepening the emotional bond with supporters through a robust, multi-channel narrative executed across 26 markets by Worth Your While, The Network, and SMALL. At the heart of this year’s initiative is an unapologetic embrace of the fan experience: the campaign repositions Carlsberg not merely as a beer but as an enduring symbol woven into the ritual of football fandom, from the roaring atmospheres of Anfield to Liverpool FC communities worldwide. By anchoring the communications strategy in shared history, the creative leverages iconic players immortalized on limited edition Legends cans—celebrating figures like Ian Rush, John Barnes, Sami Hyypia, Robbie Fowler, Jamie Carragher, and Luis Garcia—to extend the campaign’s reach beyond simple product association and into the collective memory of the global fanbase. The hero film, central to the campaign’s storytelling, plays to nostalgia and belonging, offering a visual pub crawl through treasured moments that have defined Liverpool FC’s modern era, and tapping into the familiar ritual of clutching a pint with one hand while rising to every twist and turn of the match with the other. What Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—is deployed with precision here: the work draws authenticity and relatability from intimate, lived moments, putting passionate fans at the core and amplifying their unity, pride, and resilience as the embodiment of the brand ethos. Rather than constructing a narrative in which Carlsberg solves a problem, the campaign instead uses cultural alignment and evocative association to position Carlsberg as a full participant in the sport’s culture—not a tangential sponsor—and, in turn, elevates the product to an object of true affinity for the Liverpool faithful. Taxi Studio’s celebratory can design extends the visual storytelling into the tangible world, with memorabilia status that strengthens both short-term engagement and long-term brand equity within the media, entertainment, alcoholic drinks, and sports market categories. The campaign earns 63/100 in Clapboard’s global creative archive. This work matters because it challenges the sports marketing sector to move past transactional association, showing that when brands and teams share decades of narrative, the partnership itself becomes a platform for cultural storytelling that fans genuinely want to engage with.

Credits

Client

Carlsberg, Liverpool FC

Agency

Worth Your While, by The Network, SMALL

Head Of Global Sponsorships

Louise Bach

Creative

by The Nework (Worth Your While, The Council, SMALL, Drive)

Production House

New—land, Drive Studios

Director

Tore Frandsen

Music

Composer: Lasse Martinussen, Vocalist: Chris Griffiths

Art Director

Taxi Studios, Everland

Category Mind Map

48%

The “Forever Fans” campaign by Carlsberg and Liverpool FC leverages the brands’ unique 30-year partnership— the longest in the Premier League— to underscore a shared history of loyalty, passion, and resilience. The brand proposition centers on authenticity and enduring connection, positioning Carlsberg not just as a beer but as an integral part of the fan experience and football culture. By honoring legendary players and iconic moments through limited-edition “Legends” cans and a nostalgic hero film, the campaign conveys the idea that true fans and their shared memories are timeless, reinforcing Carlsberg’s identity as a steadfast companion across decades of sport. Strategically, the campaign taps into collective fan pride and emotional resonance as a unifying insight, recognizing that Liverpool supporters worldwide cherish both the club’s highs and lows. The creative approach combines narrative storytelling with cultural symbolism—a “visual pub crawl” through memorable football moments—that reflects fan rituals, like holding a beer while cheering, to humanize and deepen engagement. This multi-channel rollout across 26 markets maximizes reach within a globally passionate fanbase, while the collaboration between multiple creative agencies adds breadth and authenticity to the storytelling. In doing so, the campaign moves beyond traditional sponsorship visibility by fostering a platform that celebrates fan identity and shared heritage, thereby strengthening emotional brand equity in both the alcoholic drinks and sports sectors.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on celebrating Liverpool FC fans—positioning their passion, unity, and shared club experiences as the core narrative. The film relives 30 years of iconic moments, directly tying Carlsberg’s brand identity to the collective pride and journey of devoted supporters. The limited edition “Legends” cans honor historic players loved by fans, further crystallizing the brand’s connection to the fan community. There’s no explicit problem/solution arc, nor a tale where the product resolves a conflict. Rather, the creative device is to deeply associate Carlsberg with the lived experience, loyalty, and aspirations of Liverpool fans, presenting them as the relatable and aspirational audience every supporter would want to join. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Heineken – Market Positioning Heineken positions itself as a premium global beer brand known for its consistent quality and strong association with major international sports, especially football. Leveraging iconic sponsorships like the UEFA Champions League, Heineken emphasizes a cosmopolitan, social lifestyle that connects beer lovers worldwide through shared sporting experiences and cultural events. 2. Guinness – Market Positioning Guinness focuses on its rich heritage and distinct taste, blending tradition with modernity. The brand strongly aligns with sporting events, particularly rugby and football, highlighting community, camaraderie, and authentic storytelling. Guinness uses its iconic stout to evoke emotional connections rooted in legacy and craftsmanship. 3. Budweiser – Market Positioning Budweiser differentiates by emphasizing its American heritage and status as the "King of Beers," with a broad appeal across sports audiences. Its marketing often celebrates moments of excitement and unity in football and NFL, focusing on lively, inclusive fan experiences linked to celebration and patriotism. 4. Stella Artois – Market Positioning Stella Artois markets itself as a sophisticated, premium lager with European origins. It targets an upscale demographic by blending heritage craftsmanship with modern elegance, often sponsoring prestigious sports like tennis and cycling, while promoting a refined beer-drinking experience associated with style and quality. 5. Carling – Market Positioning Carling positions itself as a value-driven, popular lager deeply embedded in UK football culture. Known for accessible pricing and widespread presence in pubs, Carling focuses on grassroots fan engagement and energetic, inclusive campaigns that celebrate community spirit and the everyday football fan’s passion.

Q: What is LFC x Carlsberg: Partners for 30 years. Forever Fans. about? A: LFC x Carlsberg: Partners for 30 years. Forever Fans. is a 2022 campaign created by Worth Your While, by The Network, and SMALL for Carlsberg and Liverpool FC, commemorating the 30th anniversary of their partnership—the longest in Premier League history. Launched across 26 global markets, the campaign centers on celebrating Liverpool FC’s passionate supporters and the iconic moments they have shared with the club. At its heart is a hero film directed by Tore Frandsen and the release of six limited edition Legends cans designed by Taxi Studio, each honoring a revered Liverpool player from the past three decades. Q: What creative device does LFC x Carlsberg: Partners for 30 years. Forever Fans. use? A: The campaign employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device spotlights the Liverpool FC fan as both the relatable and aspirational figure, anchoring the narrative in the lived experience, loyalty, and shared rituals of supporters. The film relives 30 years of club history through a visual pub crawl, blending iconic football moments with the universal act of cheering while holding a Carlsberg, thereby forging a direct emotional connection between the brand and its audience. Q: What is the campaign proposition for LFC x Carlsberg: Partners for 30 years. Forever Fans.? A: The campaign proposition positions Carlsberg as more than just a beer—it is an enduring companion woven into the fabric of Liverpool FC’s fan culture. By celebrating three decades of partnership and honoring legendary players through limited edition cans and a nostalgic film, Carlsberg underscores authenticity, loyalty, and resilience. The campaign speaks to Liverpool supporters worldwide, tapping into their collective pride and emotional connection to the club, and reinforces Carlsberg’s role as a steadfast presence in both football and the broader sports market. Q: How does LFC x Carlsberg: Partners for 30 years. Forever Fans. rank in Clapboard's archive? A: In Clapboard’s global ad archive, LFC x Carlsberg: Partners for 30 years. Forever Fans. holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial authority. Q: Who are the competitors in Carlsberg's category? A: In Carlsberg’s category, key competitors include Heineken, which positions itself as a premium global beer brand with strong ties to major international sports and a cosmopolitan lifestyle; Guinness, which leverages its heritage and distinct taste to evoke community and legacy through authentic storytelling; Budweiser, which emphasizes American heritage and broad sports appeal with campaigns centered on excitement and unity; Stella Artois, which targets an upscale demographic by blending European craftsmanship with modern elegance; and Carling, which is deeply embedded in UK football culture and focuses on grassroots engagement and community spirit among everyday fans.