Liverpool FC sponsor Carlsberg has unveiled a short film to celebrate the release of its ‘Miracle Can’, to mark the 20-year anniversary of the ‘Miracle of 2005’.
The UEFA Champions League final in Istanbul saw Liverpool FC beat AC Milan, despite trailing 3-0 at halftime.
Former Liverpool FC players Jerzy Dudek, Sami Hyypiä and Vladimír Šmicer starred in the marketing drive, devised by indie agency Worth Your While.
Louise Bach, global sponsorship director at Carlsberg, said: “At Carlsberg, we’re beyond proud of our 30+ year partnership with Liverpool FC. It’s been an incredible journey, and we’re always looking for ways to bring more people closer to the magic of the beautiful game.”
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The film shows the ‘Miracle Can’ travelling down the brewer’s conveyor belt to an operatic version of Allez Allez Allez performed by Hyypiä. It cuts to Smicer giving the can a kiss of luck before being shot off the production line, straight into Šmicer’s hand.
The marketing drive will run across social media, online video, e-commerce, internal communications, and in-store and outlet activations.
Carlsberg has sponsored Liverpool FC since 1992. It signed a new agreement in 2023 to continue partnering with the football club until at least 2034.
