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.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
