The UEFA Euro 2016 final captivated audiences worldwide, but beneath the excitement of the games, a subtle advertising strategy was at play. This study examines how Carlsberg, a major beer brand, seemingly circumvented France’s strict alcohol advertising ban, known as the Loi Evin, during the tournament. By strategically using slogans like ‘Probably’ and ‘… the best in the world’, Carlsberg achieved significant brand promotion throughout the last seven games of Euro 2016. This approach raises concerns about the effectiveness of existing advertising regulations and the extent of alcohol marketing exposure, particularly to young audiences during major sporting events like the Euro 2016 final.
The UEFA Euro 2016 tournament, culminating in the highly anticipated Euro 2016 final, drew massive global viewership. Anticipating a large audience, Carlsberg, a long-time sponsor of football events including eight European Championship finals since 1988, recognized the marketing potential. Despite the Loi Evin in France, which prohibits television advertising of alcohol, Carlsberg aimed to leverage its sponsorship. Football, described by Carlsberg as “a great fit” and “part of Carlsberg’s DNA,” was seen as a key platform for brand activation during Euro 2016. The company itself acknowledged the positive impact of UEFA EURO 2016™ on the Western European beer market in their 2014 annual report, highlighting its importance for the brand.
France’s Loi Evin is considered one of Europe’s most stringent alcohol advertising laws. It specifically bans “Propaganda or advertising” that promotes anything other than alcoholic beverages but uses names, trademarks, or distinctive signs that recall alcoholic drinks. This law was designed to protect public health by limiting alcohol advertising exposure. However, the study suggests that Carlsberg’s marketing during the Euro 2016 final and preceding games cleverly utilized “alibi marketing” to navigate these restrictions. Carlsberg employed registered trademarks, ‘Probably’ and ‘… the best in the world’, phrases strongly associated with their brand, on stadium advertising boards during televised matches.
Researchers analyzed the last seven UEFA Euro 2016 games and meticulously documented instances of Carlsberg’s brand messaging. The findings revealed over 70 minutes and 746 separate instances of these “alibi” slogans appearing during broadcasts. Given the enormous television audience for each game, this translated to an estimated 92.3 million to 2.1 billion potential impressions of alcohol-related content to adults. Alarmingly, it also meant between 6.9 and 163.3 million impressions potentially reaching children aged 4 to 17 years. These figures confirm significant exposure levels, echoing previous findings from the Euro 2016 final match and suggesting similar trends throughout the knockout and group stages.
The study highlights a crucial point: even with strict laws like the Loi Evin, sophisticated marketing strategies can create substantial advertising exposure, potentially undermining the law’s intent. Carlsberg’s use of its established slogans, ‘Probably’ and ‘… the best in the world’, acted as brand carriers, subtly reminding consumers of their beer, even without explicitly advertising alcohol. This tactic is further emphasized by the fact that these slogans are registered trademarks, adding another layer of complexity to regulatory enforcement. Industry observers even noted Carlsberg as one of the “big winners of Euro 2016 with Probably,” acknowledging the campaign’s success in brand recall. Glendinning (2016) calculated a 50% prompted recall rate for Carlsberg’s ‘Probably’ slogan during the tournament, demonstrating the effectiveness of this alibi marketing approach.
Interestingly, the research noted a lower alibi content during the France versus Iceland match. This is potentially attributed to Iceland’s own stringent alcohol advertising laws, suggesting that awareness of different national regulations might have influenced advertising strategies. Iceland’s “Afengislog” clearly bans all alcohol advertising, indicating a possibly stricter approach that may have prompted a reduction in Carlsberg’s alibi marketing in that specific game to align with Icelandic legal sensitivities.
Despite defending its Euro 2016 marketing actions and claiming adherence to both legal requirements and their own “strict marketing standards,” Carlsberg’s campaign during the Euro 2016 final and the tournament raises questions about the effectiveness of current alcohol advertising regulations. The study concludes that loopholes exist and are being exploited through alibi marketing. It suggests that countries with stricter alcohol advertising laws, like Iceland, demonstrate a more effective approach to minimizing exposure, particularly to minors. Furthermore, the research emphasizes the need for future legislation to consider the evolving tactics of alcohol advertising, including the use of “alibi brands” and responsible drinking messages that still feature alcohol branding, potentially confusing consumers, especially young people. To better protect public health, especially among vulnerable populations, regulators and lawmakers must adapt and strengthen advertising restrictions to address these subtle yet impactful marketing strategies seen during events like the Euro 2016 final.
