It was critically important to be seen to be on the terrace with the fans, not in the boardroom with the prawn sandwich brigade. So we consciously avoided the big glitz and glamour of brands such as Nike and Adidas, to be where the real football fan is, in a context that is real to them.The answer was to sponsor the England team and produce a campaign featuring former star players turning up for a pub team.

What better way to engage your consumer than to place a removable sticker, containing a clever message, onto a bank note and leave it lying in the street. Using real money, dropped strategically around London, the target audience were left in no doubt that if Carlsberg ever did litter, it would probably be the best litter in the world.

At minimal cost we were able to create a real dialogue with consumers around the brand. Proof that our wall charts got people talking about the brand can be seen from YouGov’s brand ‘buzz’ index where Carlsberg’s brand buzz was twice that of its competitors across the period.