Case Study: Carling wins Irish football fans with Krow's localized FA Cup campaign

Carling hosts 8 fan events across Ireland with Krow

Carling, a beer brand, faced the challenge of making its sponsorship of the very English FA Cup tournament feel relevant to Irish football fans. The vendor, Krow, was tasked with creating a nuanced campaign to promote Carling's brand association in Ireland without it feeling disconnected from the local market.

Krow's solution was to localize the campaign by appointing Denis Irwin, Ireland's most decorated football player, as an ambassador. They hosted a series of "Watch with Carling" live viewing parties across Ireland, partnered with regional radio stations, and implemented semi-permanent venue branding. The results included 8 hosted events, 2 sold-out showpiece events for the semi-finals and final, and over 1,000 pints sampled. Krow successfully strengthened Carling's link to football in Ireland and delivered a clear win for the brand.

Carling