Carlsberg and Fold7 give the Christmas jumper a classic kit reveal with festive knit launch Marketing Communication News [Video]

The classic football kit reveal video gets a festive rework this year in a new Carlsberg UK campaign by Fold7, playing with online culture and the brand’s football heritage to reveal Carlsberg’s new limited edition Christmas jumpers.

This social-first campaign for Carlsberg UK puts a twist on the traditional football kit launch and is released at the start of the festive season to lift brand awareness when drinking occasions are on the rise.

The brand had mocked up a Carlsberg Christmas Jumper on social media the year before and was met with a wave of excitement and interest about their existence and availability. So, for 2024, Carlsberg has produced the real thing, complete with a “club” badge that combines football heritage and festive charm.

Two jumpers will be available – a “home” knit, designed in Carlsberg’s famous pilsner green and a blue “away” knit inspired by Carlsberg 0.0 (for Christmas on the road).

Across both …