Playing with online culture and the brand’s football heritage, Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

Working with creative agency Fold7, this social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Bringing the jumpers to life, a series of social videos sees models showcase the jumpers whilst sprinkling in a few recognisable footballer celebrations. Fans will have a chance to win one of these rare Christmas jumpers through an online competition on the brand’s social media channels. Consumers at ASDA Online will also have the opportunity to win a jumper in a digital-first giveaway.

With both the brand and CMBC’s commitment to responsible drinking over Christmas, the kit comes in two distinct variations: a green Carlsberg Danish Pilsner ‘Home’ kit, featuring the number 12 for the 12 days of Christmas, as well as a blue ‘Away’ kit for those who are celebrating Christmas away from home, with 00 on the back encouraging drivers to choose the alcohol-free Carlsberg 0.0.

As part of the campaign, the brand is raising awareness of the Drinking Check from CMBC’s responsible drinking charity partner, Drinkaware, with a social story encouraging fans to take the Check for a Christmas that is both ‘noughty’ and nice. 

Sam Johnson, Head of Marketing, said: “We had an amazing response from our followers to a mock-up Carlsberg Christmas jumper that we shared last year, and this year we wanted to give our fans an early Christmas gift by launching the real thing.

“Carlsberg has such a strong association with football, and we wanted to celebrate this with these fantastic Christmas jumpers, whilst keeping the sense of humour the brand is renowned for. With a ‘knit launch’ in the colours of our classic Carlsberg Danish Pilsner and for our alcohol-free Carlsberg 0.0, we’re making sure everyone can be involved and enjoy the festive season responsibly.”