Knit Launch

The classic football kit reveal video gets a festive rework this year in a new Carlsberg UK campaign by Fold7, playing with online culture and the brand’s football heritage to reveal Carlsberg’s new limited edition Christmas jumpers.

This social-first campaign for Carlsberg UK puts a twist on the traditional football kit launch and is released at the start of the festive season to lift brand awareness when drinking occasions are on the rise.

The brand had mocked up a Carlsberg Christmas Jumper on social media the year before and was met with a wave of excitement and interest about their existence and availability. So, for 2024, Carlsberg has produced the real thing, complete with a “club” badge that combines football heritage and festive charm.

Two jumpers will be available - a “home” knit, designed in Carlsberg’s famous pilsner green and a blue “away” knit inspired by Carlsberg 0.0 (for Christmas on the road).

Across both designs, the brand’s famous logo features across the front of the jumper, with the brand hop leaf making up part of the festive print.

Teasers will cryptically display the launch date and the content will feature snowy conditions in a moody studio environment. Models bring the jumpers to life in a series of films, sprinkling in a few iconic footballer celebrations as they go.

Chhaya Kapila, Strategy Director at Fold7 said: “Football kit launch videos always pop off online, especially for our audience. We wanted to bring our jumper to life in content that we would enjoy watching, and in a way that feels connected to the brand’s history. We are not leaning into category clichés but showing up in a fun and authentic way - and right as the festive season kicks off.”

Sam Johnson, Head of Marketing, said: “Embracing this kind of social content will help us connect with beer drinkers at a key point in the year, in a way that feels fun, entertaining and culturally relevant for the brand.”

The campaign will run in three waves, starting with the teaser, followed by a launch with social competitions to win a jumper and an exclusive giveaway partnership with ASDA Online, finishing with a push to continue driving fame and amplify the message with premium influencer content.