Hasta La Creative!

Carlberg had an idea that they’d give away free beer through vouchers printed in The Sun, which were to be exchanged for a free pint in 13,000 pubs over the bank holiday weekend. Free beer! What could possibly go wrong?
I know: Choosing the Sun as the paper to carry the vouches. Carlsberg has scrapped the promotion that was to run in The Sun newspaper after a furious backlash from Liverpool fans and Liverpudlians at large.

Liverpool has not forgiven the paper for their coverage of the Hillsborough Disaster – see The Sun Newspaper controversy. The Sun ran a cover reading: “The Truth: “Some fans picked pockets of victims”; “Some fans urinated on the brave cops”; “Some fans beat up PC giving kiss of life”.” which was nothing but a classic smear and not the truth at all. The people of Liverpool have not forgotten this, and the Liverpool Echo even reports that this gaffe may impact Carlsberg’s sales: Liverpool fans’ fury Carlsberg forces u-turn

Liverpool fans bombarded beer trade website The Publican with reaction to the Carlsberg deal, many describing it as “insensitive”.
Ben wrote: “Lost for words. There’s no way on God’s earth I’ll ever buy that stuff again.”
Leopold wrote: “Disgusting! LFC should sever all connections with Carlsberg after this, utter disrespect for the 96 and the loyal fans who actively campaign against that rag mag!”

The importance of local knowledge when worldwide brands get together could not have been better illustrated.

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