The Uefa Euro 2016 Final was a massive sporting event, drawing in billions of viewers globally. Beyond the excitement on the pitch, however, a less visible game was being played off-screen, particularly in France. This was a game of marketing strategy, where Carlsberg, a major beer brand, navigated strict alcohol advertising laws to promote its product effectively during the tournament, especially during the highly anticipated UEFA Euro 2016 final. This article delves into how Carlsberg strategically utilized “alibi marketing” during the UEFA Euro 2016 final, cleverly circumventing France’s Loi Evin, a law prohibiting television advertising of alcohol.
Unpacking the Strategy: Alibi Marketing and the UEFA Euro 2016 Final
France’s Loi Evin is designed to significantly restrict alcohol advertising on television. However, during the last seven games of the UEFA Euro 2016, including the final, Carlsberg achieved remarkable brand visibility. Researchers meticulously tracked over 70 minutes of airtime and 746 instances where Carlsberg’s branding was prominently displayed. The key to this widespread exposure? The strategic use of two seemingly innocuous phrases: “Probably” and “… the best in the world.” These phrases, while not explicitly advertising beer, are strongly associated with Carlsberg’s long-standing marketing campaigns.
This tactic is known as “alibi marketing.” Carlsberg used these registered trademarks as alibis, subtly promoting their beer without directly advertising alcohol. Think of it as hinting at a product without naming it directly, relying on audience association and brand recognition. During the UEFA Euro 2016 final and other key matches, these phrases appeared repeatedly on stadium advertising boards visible during television broadcasts.
Carlsberg's traditional trademark logos based on an original hand-drawn design by Thorvald Bindesbøll in 1904
Massive Exposure: Reaching Billions Through Football
The viewership numbers for UEFA Euro 2016 were astronomical. Each game was expected to draw around 150 million live viewers across 230 territories globally. This massive audience presented a golden opportunity for brands, and Carlsberg was no exception. By strategically placing their alibi slogans during these broadcasts, Carlsberg achieved between 92.3 million and 2.1 billion potential impressions on adult viewers. Alarmingly, this exposure extended to children as well, with estimates suggesting between 6.9 and 163.3 million impressions reaching children aged 4 to 17.
These figures highlight the sheer scale of potential alcohol advertising exposure, even in a country with strict regulations like France. The study confirmed that the high level of logo exposure observed during the UEFA Euro 2016 final was consistent throughout the knockout stages and likely during the group stage matches as well.
The Iceland Exception: A Contrast in Approaches
Interestingly, the research noted a significant drop in alibi marketing content during the match between France and Iceland. This anomaly is attributed to Iceland’s own stringent alcohol advertising laws, which are even stricter than France’s Loi Evin. Iceland’s “Afengislog” law explicitly bans all alcohol advertising and marketing, including on television.
This suggests that Carlsberg might have adjusted its marketing strategy for the France vs. Iceland game to align with Icelandic law, showcasing a potential sensitivity to varying international regulations. Iceland’s clear and simple approach to banning alcohol advertising offers a contrasting example to the more complex and potentially circumventable Loi Evin.
Carlsberg and Football: A Long-Standing Partnership
Carlsberg’s association with football is not new. The brand has sponsored football clubs and tournaments, including eight European Championship finals, since 1988. For Carlsberg, football sponsorship is deeply embedded in their brand identity and commercial strategy. They view it as a “great fit,” “part of Carlsberg’s DNA,” and “a key pillar” for both short-term and long-term brand building.
In 2016, Carlsberg anticipated that UEFA Euro 2016 would positively impact the Western European beer market. They actively leveraged their sponsorship, considering it “an important event for the brand.” This underscores the significance of sports sponsorships, particularly major events like the UEFA Euro final, in Carlsberg’s overall marketing strategy.
The Power of Slogans: Building Brand Equity Through Alibis
Carlsberg’s famous slogan, “Carlsberg – probably the best lager in the world,” registered as a trademark in Europe, has been a cornerstone of their marketing for years. The phrases “Probably” and “… the best in the world” have become brand alibis, instantly recognizable and associated with Carlsberg.
These slogans are more than just catchy phrases; they are powerful tools for building brand equity. They subtly remind consumers of the brand, reinforce positive associations, and create a sense of familiarity and liking. In a competitive market like beer, where product differences can be minimal, effective communication and branding become crucial. Slogans like Carlsberg’s are designed to influence consumer perception, create brand awareness, shape positive evaluations, and serve as memorable brand cues.
Lessons from Alibi Marketing: Implications for Regulation
Carlsberg’s successful use of alibi marketing during the UEFA Euro 2016 final highlights a critical challenge in regulating alcohol advertising. While laws like France’s Loi Evin aim to protect the public, particularly minors, from alcohol marketing, clever strategies can circumvent these regulations.
Previous instances of alibi marketing, such as Philip Morris International’s use of “barcode” designs in Formula One racing to bypass tobacco advertising bans, demonstrate the ongoing challenge of regulating indirect advertising. Carlsberg’s case is arguably more striking as they utilized registered trademarks – “Probably” and “… the best in the world” – as their alibis.
Despite the Loi Evin being considered one of the strictest alcohol advertising laws in Europe, it has faced criticism for being controversial and ineffective. Even its creator, Claude Evin, has criticized its enforcement. The law has been consistently challenged and modified, often under pressure from the alcohol industry.
Section L3323–3 of the French Public Health Code prohibits advertising that, “by its design, use of a name, trademark, advertising emblem or other distinctive sign, recalls an alcoholic beverage.” This research suggests that Carlsberg’s “Probably” campaign, utilizing registered trademarks and distinctive slogans, arguably contravened this code.
Moving Forward: Strengthening Public Health Measures
This study underscores the need for robust and adaptable regulations to effectively control alcohol advertising. The success of Iceland’s straightforward ban suggests that clarity and simplicity in legislation can be more effective in preventing circumvention. Future regulations must consider the evolving tactics of alcohol marketing, including the use of alibi branding and the subtle promotion of brands through associated slogans and trademarks.
Furthermore, the increasing trend of alcohol producers marketing low- or no-alcohol products using the same branding as their alcoholic counterparts presents another regulatory challenge. These non-alcoholic products can serve as alibis, maintaining brand visibility and normalizing alcohol brands, particularly for younger audiences. Similarly, “responsible drinking” campaigns that incorporate alcohol brand trademarks can also blur the lines and undermine public health messages.
The UEFA Euro 2016 final served as a stage for both sporting excellence and marketing ingenuity. Carlsberg’s alibi marketing strategy demonstrated how established brands can navigate and, at times, circumvent advertising restrictions. Moving forward, lawmakers need to learn from these examples and strengthen regulations to protect public health and effectively minimize exposure to alcohol marketing, especially for vulnerable populations like children and adolescents.
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