The UEFA Euro 2016 tournament was a massive event, drawing in billions of viewers globally. While fans tuned in for the thrilling football action, a less obvious game was being played off the pitch – in the realm of advertising. This article delves into a study that reveals how Carlsberg, a major beer brand, cleverly navigated French alcohol advertising restrictions during Euro Football 2016, potentially exposing millions, including children, to alcohol promotion.
France’s Loi Evin is known for its strict limitations on television advertising of alcohol. However, a research study scrutinized the broadcast of the last seven games of Euro Football 2016 and uncovered a fascinating strategy employed by Carlsberg. The brand utilized “alibi marketing,” subtly promoting its beer through the use of taglines like ‘Probably’ and ‘… the best in the world’. These phrases, while seemingly innocuous, are registered trademarks of Carlsberg and strongly associated with their beer.
During these seven matches, the study identified over 70 minutes and 746 instances where these taglines appeared on screen. Considering the massive television audience for each Euro Football 2016 game, this translated to a staggering reach. Estimates suggest between 92.3 million and 2.1 billion potential impressions of alcohol-related content were delivered to the adult population. Alarmingly, between 6.9 and 163.3 million impressions may have reached children aged 4 to 17. This substantial exposure occurred despite the Loi Evin aiming to protect minors from alcohol advertising.
Carlsberg openly acknowledged the importance of its Euro Football 2016 sponsorship. The brand anticipated a positive impact on the Western European beer market from the tournament. Football sponsorship is deeply ingrained in Carlsberg’s marketing strategy, considered “a great fit” and “part of Carlsberg’s DNA.” Euro Football 2016 was seen as a crucial event to activate this sponsorship and boost brand visibility.
The effectiveness of “alibi marketing” lies in its subtlety. Carlsberg’s registered slogans ‘Carlsberg – probably the best lager in the world’ and even the single word ‘Probably’ function as brand reminders. These phrases, repeatedly shown during Euro Football 2016 broadcasts, reinforce brand awareness and subtly link Carlsberg with the idea of “the best” beer, even without explicitly showing beer or mentioning alcohol. This echoes past instances of alibi marketing, like tobacco companies using barcode designs in Formula One to circumvent advertising bans.
Interestingly, the study noted a significant decrease in “alibi” advertising during the France versus Iceland match in Euro Football 2016. This is speculated to be due to Iceland’s own stringent alcohol advertising laws. Iceland’s “Afengislog” law imposes a complete ban on alcohol advertising, suggesting that advertisers might have toned down their branding during this particular game to align with Icelandic regulations. This highlights how varying national laws can influence advertising strategies even within a large international event like Euro Football 2016.
Despite the Loi Evin being considered one of Europe’s strictest alcohol advertising laws, Carlsberg’s Euro Football 2016 campaign demonstrates a potential loophole. By using registered trademarks as “alibis,” they seemingly circumvented the direct advertising ban. Carlsberg themselves maintained they adhered to strict marketing standards and legal requirements. However, critics argue that this “creative” approach undermines the intent of the Loi Evin and exposes vulnerable populations to alcohol marketing during high-profile events like Euro Football 2016.
The study acknowledges limitations, such as not measuring the direct impact of this exposure on alcohol consumption. However, it underscores the potential for significant indirect advertising through alibi marketing during major sporting events. The findings suggest that legislation needs to evolve to address these subtle yet powerful advertising tactics. Learning from countries like Iceland, which have clearer and more comprehensive bans, could be crucial in strengthening regulations and protecting public health, especially concerning children, from alcohol marketing during events like Euro Football 2016 and beyond. The example of Euro Football 2016 serves as a case study for how brands can creatively navigate advertising restrictions, prompting a need for more robust and adaptable regulatory frameworks.
