This live special event continues the Carlsberg strategy of 'Probably the best XXX in the world'. It was done at Kings Meadow, the home of AFC Wimbledon, on the 2nd of February 2008. As the crowd waits expectantly for the match to kick off there is an announcement over the public address system.At first, the message starts off like any typical public announcement at a match. However as the message continues you soon realize that it’s far from an ordinary announcement. The announcement goes on to describe the perfect wife, and finishes with: "This announcement was brought to you by Carlsberg. Carlsberg don't do wives but if they did, they'd probably be the best wives in the world.'

The immediate impact of the announcement was sales increased in the stadium bar. The announcement generated great PR when the film of the stunt was uploaded to YouTube (10,000 hits) and fan sites. Further PR was gained through national press, and ad industry publications such as Shots and Campaign magazine.