Carlsberg’s Pubstitutions campaign delivered on the holy grail of PR objectives – a significant sales increase, delivered solely through earned media.
We knew that 99% of England fans couldn’t afford to watch their team play in France. So we targeted them at the heart of the community, their local pub.
We collaborated with Carlsberg’s on-trade partners, substituting the name of 30 pubs to the Three Lions throughout the course of the tournament and working with media and influencers to create different story angles.
The result? In terms of sales, our ‘Pubstitutions’ pubs outperformed the market by 34.1%.