Carlsberg Advertising Fifa World Cup

Carlsberg creates caviar beer to fish for fans at Russian World Cup


By John McCarthy, Opinion Editor

June 27, 2018 | 2 min read

Danish beer brand Carlsberg is reinventing the wheel to win over fans in Europe, especially Russia, by creating beer with the texture of caviar.


CP+B develops Carlsberg caviar

Carlsberg has altered how it activates in football having recently called an end to its partnership of the FA in place of Budweiser.

CP+B Copenhagen hatched the plan and developed the luxury brew with help from food experts in Denmark. Beer with the texture of the coveted fish eggs was created to dish out to football fans keen for a taste of Russian and Danish culture.


The marketing ties into the World Cup without infringing on trademarks or making any bold connections between the competition and the brand. It is one of the more unique ambushes of the World Cup.

In the wider marketing sphere, Carlsberg is to continue with the ‘premiumisation’ of its beer portfolio following a year of step change which has seen the brand invest in hygge-inspired cinematic creative.

Vote for the work below in The Drum's Creative Works.

Carlsberg: Caviar by CP+B

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Carlsberg Advertising Fifa World Cup

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