Danish Delight

28 June 2018 | Aaron Wise

We’re all talking about it, it’s gracing our screens every day, and is continually dishing up tasty drama, so it’s only fair we take the time to talk about this summer’s biggest event, Love Island.

Only joking. I’m on about the World Cup of course.

Yes, I’ve gone there again, but not because I’m borderline obsessed and have watched the highlights to every single game (that’s 42 games over 14 days so far for those counting), but because the competition is a haven for brilliant and bold PR campaigns.

With the 2010 and 2014 tournaments attracting on average 3.2 billion viewers over a month, making the 103.4 million viewers of February’s Super Bowel LII look mediocre, this once every four years opportunity should be grasped at by all creative businesses, whether their nations are in the World Cup or not!

One campaign I read about this week was by Carlsberg, who used Denmark’s attendance at the World Cup to promote its brand with a quirky campaign in which it blended Danish and Russian cuisine.

The giant beer company worked with Danish MasterChef winner Umut Ra Sakarya, to turn its popular lager into that renowned Russian delicacy; caviar.

Not surprisingly, the process was scientifically challenging and utilised a molecular gastronomical method to create tiny pearls of encapsulated beer. So, in laymen’s terms, beer with the texture of coveted fish eggs was created to dish out to football fans. Yummy.

There’s even a video on what the Danes thought of this peculiar snack.

Using the World Cup to your advantage isn’t just clever PR, it should be essential PR for household international brands strongly associated with national identity. To be honest, I’m baffled why more haven’t jumped on the bandwagon. Surely a free tub of Vegemite for every Australian goal scored or a 50 per cent discount off your Nando’s meal if Portugal reach the final would get everyone talking? The world really is your oyster this time of year…or perhaps your tub of caviar.

Anyway, fair play to Carlsberg and, of course, the Danish team, who have made it to the last 16 of the competition. If the comparatively low-level side (at least when held up against the current heavy weights – so apologies to Brian Laudrup, Peter Schmeichel and co) progress any further, LEGO should get on board and make giant figures to honour them.