We’ve all seen the videos of flying pints in the pub or outdoor screen whenever a football team scores, and now Carlsberg UK has released a hat to protect punters from getting soaked.
The ‘beer-proof’ hat, which is a social media campaign for the Danish brewery from agency Fold7, aims to keep heads dry whenever the England team scores a goal this summer.
As research suggests, five million pints are spilled every time England scores a goal in a football tournament, based on the estimate that 20% of fans are holding a drink at the time of the shot.
A post on Instagram highlighted how you could get your hands on one of the hats.
The post said: “Want to support the lads this summer but flying pints soaking your spirits? We’ve got the answer for you. Intrigued? Of course you are.”
It said that the brand “has a limited number of hats to give away so you can stay dry while pints fly”.
To win, fans need to follow the channel on Instagram and post below with “the goal that sparked the biggest scenes ™️ you’ve ever seen”, it said.
Entries are closing on 4 July with 100 recipients due to win the hats.
The activation started when England played Denmark, with Carlsberg showcasing the hat on social channels with a “1990s inspired QVC asset”.
The campaign is running primarily across Instagram and Facebook, with Carlsberg also responding in real time on X (formerly Twitter).
Chhaya Kapila at Fold7 said that the brand “had to do something with the Euros” and the hat was created as a result.
Jess Pinnick, senior brand manager for Carlsberg UK, said that the advertising was meant to be “playful” and “entertaining”.
