Carlsberg – Wig Promotion

Case Study


Carlsberg International and Carlsberg UK approached Pulse to distribute giveaways prior to major football events and finals at key locations within the UK.

Pulse Promise

Pulse appointed a team of fun, pro active PR Models to interact with travelling fans. Their main role was to get fans to wear Carlsberg wigs before, during and after their football experience. Pulse account managed this promotional activity, booking key locations - airports, city centres and fan zones at events such as UEFA Cup Final and Champions League finals often with short time scales. It was Carlsberg's objective to get as many fans wearing the wigs, creating maximum brand awareness and exposure over each individual football event. To achieve this Pulse devised a detailed schedule with teams covering 24 hour shifts as well as large promotional teams around the grounds on the actual day of the football finals. Within each team there was a designated team leader and event manager that ensured staff and event logistics were completed prior and during the activation.

This experimental promotion was very well received and created a great buzz and excitement featuring on local and national TV and press. After a great Liverpool FC win in Istanbul, a number of LFC players were photographed celebrating wearing a Carlsberg wig, this reached a worldwide audience.

“Just a quick note to say thank you for all your assistance over the last few weeks in helping with the fans activity around this year’s UEFA Champions League Final. You and your team worked very professionally and made everything work as it was supposed to, in a very short hectic time frame. So thanks very much for all your hard work and help. We received very positive feedback from our customers and our consumers passing through the airport which is what we all like to hear. Look forward to working with you again in future."

M. Mainwaring – Sponsorship Manager - Carlsberg UK