By Amy Houston, Senior Reporter

January 31, 2024 | 4 min read

Four of the last five games between the teams have ended 0-0 – a perfect opportunity to promote a 0.0% lager.

Back in December, Liverpool FC and Carlsberg inked another 10-year sponsorship contract, putting out a stop-motion video of fan tattoos to mark the occasion. The agreement will take the partnership to an incredible 42 years – the longest in the Premier League.

As part of the partnership, Carlsberg is assigned a match each season where it can have more of a presence and, this year, that game is tonight’s fixture between Liverpool and Chelsea. With today also being the last day of Dry January, the brewer saw it as a great opportunity to promote its alcohol-free beer.

Agency Fold7 spotted that four of the last five games between the two teams have resulted in 0-0 draws, providing an opportunity to drive an association between product and occasion.

“We wanted to build a story around Carlsberg 0.0% and the Liverpool FC v Chelsea fixture that football fans would find engaging,” said Will Dalton, social and content lead at Fold7.

“Nobody wants goalless draws in football, so we used our product as part of every fan’s desire for more goals and drama in this game. Not wanting to create an old-school studio-styled chat about the history of the fixture, we concentrated on building eye-catching, social-first visuals as well as having a ‘challenge’ component.”

For the campaign, titled ‘The Only 0.0 We Want,’ viewers see retired professionals Robbie Fowler, Becky Easton and David James take on a football challenge. A second video sees the three former players analyzing why there weren’t any goals in those recent games.

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Louise Bach, global sponsorship director at Carlsberg Group, added: “Even though this is the longest-standing partnership in the Premier League, we always find fresh and creative ways to bring it to life. ‘The only 0-0 we want’ is a good example of that – a great insight that’s perfect for this game, this time of year and our refreshing Carlsberg 0.0%!”

To coincide with the video content, there will also be a full-page ad in tonight’s game program, perimeter board advertising, samples handed out at the match and social media activations.

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