From the red and white of Denmark, to the red and yellow of Spain, face painting has developed into a massive demonstration of national pride, support and passion - a real show of colours for your team.
The television commercial, created by 180 Amsterdam, brings this to life by showing football fans nonchalantly wearing full face paint in a series of inappropriate locations, including a posh restaurant and while reading the news on television, before finishing with a sea of painted faces all cheering on their team at a Fan Park. The commercial has been created so it can be tailored to different teams for the local Carlsberg markets.
Ifan Jenkins, International Marketing Manager for the Carlsberg brand at Carlsberg Group said: "The television commercial is about inspiring people to step up and show their passion for their country, or adopted country, during UEFA EURO 2012'. The commercial showcases the way fans decorate themselves, which has evolved at recent tournaments and face painting is a great way to show your support. The commercial highlights a number of scenarios where fans have gone the extra mile to show their support, in situations you would not normally expect."
"It is the fans that we talk to and who we engage with and it is the fans who are outstanding with their love and support of the game, so we hope this commercial encourages fans to show their passion this summer!"
The commercial premieres in Hong Kong and Sweden in the coming two weeks before being rolled out globally across a number of above-the-line and below-the-line executions. Carlsberg have also created a Facebook application to tie in with the face paint theme, giving fans the chance to show their friends their passion for their national team in the build up to and during UEFA EURO 2012'. The app is found on Carlsberg's Facebook page www.facebook.com/carlsberg
At the tournament Carlsberg will offer fans the chance to paint their faces, offering face painting kits at the Fan Parks and at the Carlsberg Fan Camps, so show your true colours and step up and show your passion this summer with Carlsberg.
For more information on Carlsberg's activity please go to www.carlsberg.com or go to www.youtube.com/carlsberg to see the commercial in full.
Media Relations: Ben Morton, +45 3327 1417, +45 2278 1417, firstname.lastname@example.org
Brand PR Manager: Vita Clausen, +45 3327 1562, +45 2211 1562, email@example.com
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Notes to Editors
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand - Carlsberg - is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. More than 41.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 115 million hectolitres of beer, which is about 34 billion bottles of beer annually.
Carlsberg's long-standing involvement with football
Carlsberg is one the longest standing sponsors of the European Football Championships having first started in 1988, and is Official Partner to UEFA EURO 2012'.
The brand has a long heritage of supporting football through major international sponsorships of national teams and international tournaments. Starting in the 1970's, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues today along with partnerships with the national teams of England, Ireland and Serbia.
In club football Carlsberg has wide ranging partnerships throughout Europe and beyond including a long running association with Liverpool FC, a recently announced deal with Arsenal plus Tottenham Hotspur (England), FC Copenhagen, OB-Odense (Denmark), Hamburger SV, Hertha Berlin, FC St. Pauli (Germany), FC Porto (Portugal) and many more.