By adopting Liverpool FC’s red colour to celebrate its long association with the club, Carlsberg continues to play with its distinctive assets in a way that revitalises the brand.
By Mark Ritson
The aim of the campaign, which features the Hollywood actor as a ‘human bridge’, is to make Amstel the beer brand that’s talked about in 2019 and broaden its consumer base.
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
With Premier League glory within reach, marketing at Liverpool Football Club is more important now than ever if it’s to leverage its growing fan base and engage with supporters beyond match days.
New CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
With consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
The World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
What should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.