La Premier League est une succession de montagnes russes pour Carlsberg

Quelle est la relation entre un fan et la Premier League ? Selon Carlsberg, c’est littéralement une relation faite de hauts et de bas comme des montagnes russes.

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La nouvelle campagne de la marque de bière, qui démarre les 3 ans de partenariat avec la Premier League, positionne l’expérience supporter comme une relation remplie d’excitation et d’inattendu, à la manière des montagnes russes.

Conçue par l’agence Santo à Buenos Aires qui a remporté le compte Carlsberg en Février, cette publicité inclue tous les acteurs majeurs du football anglais : les joueurs, les entraineurs, les fans, les arbitres, les stadiers et mêmes les WAG, les femmes de joueurs. Quelques légendes de la Premier League comme Robbie Fowler, Gareth Southgate, Jimmy Bullard, Marcel Desailly ou encore Chris Kamara apparaissent dans ce publicité pour Carlsberg qui a nécessité plus de 200 extras lors des jours de tournage au Parc Walibi à côté d’Amsterdam.

Pour Tom Moradpour, Vice-Président en charge de la marque Carlsberg, « l’histoire entre la marque et le football est une histoire de fans, et non de joueurs. » Cet insight motiva la marque à tourner sa publicité en dehors du stade et de le concevoir du point de vue du fan.

Concernant le partenariat avec la Ligue, qui fait de Carlsberg la bière officielle de la compétition, M. Moradpour a déclaré que ce partenariat était la suite logique des partenariats déjà mis en place en Angleterre et dans le football avec notamment 21 ans aux côtés du Liverpool F.C., le partenariat avec l’EURO et le sponsoring de la Coupe du Monde FIFA 1990. La Premier League offre la fréquence et l’échelle que recherchait Carlsberg, deux éléments que ne pouvaient fournir l’EURO ni Liverpool d’une certaine manière, sachant en plus que « l’Asie est l’un de nos plus grands marchés » et que « certains des clubs possèdent une base de fans incroyable en Chine ou en Thailande. »

Cette campagne #JoinTheRide verra le jour en print, out of home, digital, PR et sur le packaging.

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