Looking Back At Euro 2016’s Most Creative Brand Campaigns


Euro 2016 may have been a bit of a damp squib where the England football team is concerned but what we did manage to enjoy was the brands getting in on the action with some creative campaigns. Here are a few of our favourites.

Before a ball was even kicked in the tournament, our prize for spotting an opportunity and reacting quickly to maximise on it went to Licor Beirão. The alcohol brand issued a public apology to Harry Kane after Bruno Alves was sent off for a kick to the Spurs man’s head in a friendly match (during which the brand’s advert was visible in the television footage). In an online video the Portuguese liquor offered to leave Kane with a different taste of Portugal, ‘one with a softer kick’. Watch the video here.

On the day of the England v Wales clash on 16 June, the Committee Against Real Life Situations Blocking England’s Rallying Games, (C.A.R.L.S.B.E.R.G.) called for bosses to give employees a 90 minute break at 2pm. We’re unsure whether how many CEOs complied with Carlsberg’s request, but we are sure the request was passed around a lot of offices that day and certainly got people talking.

Emojis are a trend that shows no sign of slowing down, so it’s no surprise that Twitter created country flag versions for the tournament. This in itself isn’t hugely innovative, but we’re huge fans of how the championship sponsor, Orange, utilised its use. As fans tweeted their support for the competing nations, the country with the most mentions each day had the honour of its flag colours illuminating the iconic Eiffel Tower that evening.

What was your favourite Euro 2016 campaign?