Carlsberg launches beer-proof hat for England fans in new creative by Fold7


Fold7 has created a social-first campaign for Carlsberg UK offering England fans beer-proof hats to keep their heads dry when the national team scores a goal during this summer of football.

In recent years, there has been a significant rise in ‘flying pints’ – beer thrown in the air when a team scores a goal – and, whilst some enjoy the revelry, many drinkers are reluctant to watch the football in big crowds for fear of getting soaked.

In fact, latest research shows five million pints are spilled every time the England football teams scores at a football tournament – based on the estimate that 20% of fans holding a drink at the time spill some of that drink as a result.

Carlsberg’s beer-proof hat

Inspired by this insight, Fold7 set out to create for Carlsberg the ultimate football fandom accessory: a Carlsberg-branded beer-proof hat.

The activation commenced on the same date England was scheduled to take on Denmark, with Carlsberg dropping their pint protecting hat on socials with a 90’s inspired QVC asset.

Football fans who want to be in for a chance of winning one of the limited edition hats are invited to comment on the social post with the goal that caused the biggest scene.

The campaign also features retro-style weather forecasts, predicting “Unprecedented beer showers forecast over this summer of football”.

Carlsberg’s campaign is running primarily across Instagram and Facebook, with the brewer reacting in real time on X (formerly Twitter) for any pint-flying conversation – directing people towards the best hat this summer.

The limited edition hats will also be given away to 100 lucky recipients as well as influencers to amplify the campaign across their own channels.

Fold7’s campaign runs UK-wide until early July.

Chhaya Kapila at Fold7 said: “Carlsberg has a long history with football in the UK and we knew we had to do something with the Euros coming up.

“Inspired by how many pints fly when England scores a goal, our Carlsberg waterproof hat will help the wearer soak up the atmosphere without getting soaked in beer.

“Protective and iconic: we think it’s the only football accessory fans need this summer.”

Jess Pinnick, Senior Brand Manager for Carlsberg UK, said: “Carlsberg advertising is known for being playful, entertaining and offering our customers the very best of things – our beer-proof hat is the latest example of this.”

Fold7 has worked with Carlsberg UK for the past 14 years. The agency also holds the global creative account.

Earlier this year, Fold7 created Carlsberg’s global brand campaign ‘Do the best things begin with curiosity?’ – championing how all progress in the world starts with a spark of curiosity.