Carlsberg Trolls United as Liverpool Reclaims Its "F****** Perch" — Probably the Best Billboard Campaign Yet

By The Malketeer

Longtime partner Carlsberg celebrates Liverpool’s 20th league title with a masterclass in cheeky, culturally-savvy advertising

Liverpool FC’s record-equalling 20th league title didn’t just ignite celebrations at Anfield — it also inspired one of the boldest billboard campaigns of the year.

Carlsberg, Liverpool’s longest-standing brand partner, seized the moment with a series of witty and provocatively nostalgic billboards across the city, cheekily referencing one of English football’s most famous rivalries.

The star of the campaign is a simple but explosive line: “Back on our ‘F****** Perch’? Probably.”

The witty headline is a double nod to Sir Alex Ferguson’s infamous remark about knocking Liverpool off their perch, and Carlsberg’s own iconic “Probably” tagline.

Swiftly unveiled at high-traffic spots like Liverpool’s Central Station, Boxpark, Aintree and Edge Lane, the ads were rolled out just hours after Liverpool’s triumphant 5-1 victory over Tottenham Hotspur sealed their historic 20th title, drawing them level with arch-rivals Manchester United.

“This historic win puts Liverpool FC firmly back at the top of English football, equalling Manchester United’s record of 20 league titles. As a partner for more than 30 years, we’ve been with Liverpool FC through plenty of highs and lows, so to celebrate the club’s triumphant return to their ‘perch’ is really special — and of course, we had to do it in typical Carlsberg fashion,”said Samuel Johnson, Carlsberg’s head of marketing.

Carlsberg’s audacious yet affectionate move not only celebrates their enduring 30-year relationship with Liverpool FC, but also reaffirms the brand’s legendary knack for cultural relevance, humour, and timing.

In a marketing landscape where emotional authenticity and cultural resonance matter more than ever, Carlsberg has once again proven that, when it comes to celebrating football glory, nobody does it probably better.