Beer-Proof Hats

Fold7 has created a social-first campaign for Carlsberg UK offering England fans beer-proof hats to keep their heads dry when the national team scores a goal during this summer of football.

In recent years, there has been a significant rise in ‘flying pints’ - beer thrown in the air when a team scores a goal - and, whilst some enjoy the revelry, many drinkers are reluctant to watch the football in big crowds for fear of getting soaked.

In fact, latest research shows five million pints are spilled every time the England football teams scores at a football tournament – based on the estimate that 20% of fans holding a drink at the time spill some of that drink as a result.

Inspired by this insight, Fold7 set out to create for Carlsberg the ultimate football fandom accessory: a Carlsberg-branded beer-proof hat.

The activation commenced on the same date England was scheduled to take on Denmark, with Carlsberg dropping their pint protecting hat on socials with a 90’s inspired QVC asset. Football fans who want to be in for a chance of winning one of the limited edition hats are invited to comment on the social post with the goal that caused the biggest scene.

The campaign also features retro-style weather forecasts, predicting “Unprecedented beer showers forecast over this summer of football”.

The campaign is running primarily across Instagram and Facebook, with Carlsberg reacting in real time on X (formerly Twitter) for any pint-flying conversation - directing people towards the best hat this summer.

The limited edition hats will also be given away to 100 lucky recipients as well as influencers to amplify the campaign across their own channels.

The campaign runs UK-wide until early July.