Watch with Carling
Head Scratcher
Carling is the No.1 Standard Lager in England and had just signed a new sponsorship deal with The FA Cup which posed both an opportunity and a problem for Molson Coors in the Irish market. How could we take an English beer, sponsor of the most English of all football competitions and make it relevant to a passionate Irish football audience?
Big Positive Impact
We introduced an Irish angle by onboarding Denis Irwin, Ireland’s most decorated soccer player, as a brand ambassador, to star in a series of events across Ireland to coincide with key FA Cup match dates.
We were able to take the promotion beyond the events through the creation of social media content and media partnerships to promote the roadshows and we create a combination of permanent and semi-permanent branding in the venues to give us visibility among football fans, long after the events had concluded
THE HEADLINES
The promotion was deemed to be a massive success by Molson Coors with a series of 8 events across Ireland, over 1,000 pints of Carling sampled, two successful media partnerships with Midlands 103 and Cork’s 96 FM, two sold out headline events for the Semi-Final and Final and an Irish stamp placed on the FA Cup through our association with Denis Irwin.
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