Carlsberg x Liverpool Football Club Campaign
I led Carlsberg’s integrated marketing campaign across digital, social, and outdoor to celebrate Liverpool FC’s historic Premier League win after 30 years, in the 2019-20 season. The work included developing the strategy, creative direction, campaign narrative, and distribution, ensuring the work tapped into the passion and momentum of Liverpool’s global fanbase.
The campaign consisted of creating a Limited Edition "Champions Can", which, unlike the iconic 'Carlsberg green', was redesigned in red. The Can also featured signatures of all players in the Premier League winning squad. A social-first campaign which translated into other digital channels, PR, and on-ground, it brought together 41+ influencers, including fan communities, creators, and sports personalities, along with 10+ media publications to amplify the celebration nationwide. The campaign delivered standout results: 16.5M+ total reach, 10.3M+ video views, and 1.6M+ engagements on social alone. Furthermore, it contributed to a 7.6M+ offline reach, 2.2M+ engagements across platforms, a +1.9% lift in brand awareness, and a +0.3% lift in ad recall.
Beyond the numbers, the work demonstrated how fandom, culture, and timely creative can drive outsized impact for a legacy brand — strengthening Carlsberg’s association with one of the world’s most iconic football clubs and energising its presence in India’s growing football community. The summary video shown below gives a glimpse into the campaign's idea and execution, and the PDF sheds light on the individual posts, performance, and learnings.
International Beer Day Social Campaign
I led Carlsberg’s social-first campaign for International Beer Day, designing a format that turned the brand’s social handles into a real-time celebration engine. The challenge was tricky: as a beer brand, how do you celebrate International Beer Day without ever using the word “beer”, and still stay fully compliant with the country’s responsible-communication rules?
My solution was 24 Hours of Carlsberg — a rolling social activation where the community did the talking for us. Instead of the brand mentioning “beer,” we invited people to share their reasons for enjoying a Carlsberg. The best responses were then turned into branded posts every hour for 24 hours.
Across Instagram and Facebook, the campaign delivered strong results: 343+ unique user entries across platforms, 7.8M+ total impressions across IG and FB combined, over 1.6M engagements, and 2.6M total video views.
Beyond the numbers, 24 Hours of Carlsberg showcased how simple, insight-driven mechanics can generate high consumer participation, real-time engagement, and brand love — all organically. It was intentionally built as a modular, repeatable social format Carlsberg could use for future cultural moments.
Below, you’ll find the campaign’s summary video as well as the PDF deck showing the individual posts, rollout strategy, seeded responses, on-ground presence, and detailed performance metrics.