Iceland

Carlsberg targets kids
Europe, Global

Carlsberg, UEFA push alcohol on kids

Carlsberg’s activity to associate its brand with sporting success, the glamor of the European championships and excellence in physical performance: it sponsors the Man Of The Match award at the EURO 2016. And this way its brand is widely visible, exposing kids to alcohol marketing in the social media and beyond.

Carlsberg targets kids
Europe, Global

Carlsberg, UEFA push alcohol on kids

Carlsberg’s activity to associate its brand with sporting success, the glamor of the European championships and excellence in physical performance: it sponsors the Man Of The Match award at the EURO 2016. And this way its brand is widely visible, exposing kids to alcohol marketing in the social media and beyond.

Carlsberg targets kids
Europe, Global

All game long…

EURO 2016 Match between Iceland and Austria, in France – and Carlsberg’s brand is extremely frequently visible – exposing children watching the game to loads of alcohol marketing. In this frame it’s highly exposed as Iceland celebrates a goal. Future highlights will feature that scene making the beer brand visible in reports about the hi...

Carlsberg targets kids
Europe, Global

Unethical merchandise

Carlsberg sponsors special Icelandic t-shirts. They look very similar to the Icelandic match kits, but are not from the same sports equipment manufacturer. On the sleeve, the flags show that the shirts are especially produced for the group stage. But in France alcohol advertising is prohibited in sports arenas.

carlsberg targets kids
Europe, Global

All game long…

EURO 2016 Match between Portugal and Iceland, in France – and Carlsberg’s brand is extremely frequently visible – exposing children watching the game to loads of alcohol marketing. Alcohol ads in sports are supposed to be banned in France, but Carlsberg found a way around it.