The new creative has been planned, produced and executed in-house by W on the back of Chelsea’s final match of the season where the Premier League trophy was formally presented to the champions at their West London home ground Stamford Bridge.
W’s work is running in The Sun, Metro, London Evening Standard, Daily Star, Daily Mirror, the Guardian and The Grocer, as well as 20 digital outdoor sites across the UK, and brand and partner social channels.
It will be highlighted in the official match-day programme and across Stamford Bridge’s in-stadium digital screens to mark Chelsea’s moment of triumph. Media has been planned and executed by Total Media.
John Luck, chief marketing officer at Intercarabao, who worked alongside the W team through the development process, said: “Our new ‘Wins. Not wings.’ campaign celebrates Chelsea’s incredible Premier League title win.
“A can of Carabao gives you the energy you need to keep going, so we naturally wanted to recognise our partner’s very on-brand rise to the top of the table! Carabao will also be following Chelsea into Europe later this year, as we continue to grow the brand internationally.”
Warren Johnson, CEO and founder of W, added: “Carabao is a phenomenally exciting brand, so we are especially thrilled to have been able to develop and launch such eye-catching, agenda-setting work on its behalf.
“The new campaign demonstrates W’s best-in-class creative and executional firepower. Our ability to bring this landmark initiative to life in a matter of weeks – from initial concept to final execution – exemplifies the agency’s agility and skill, and is testament to the amazing support of our client.”
The Thai energy drink, which takes its inspiration from “the physical and spiritual determination” of the carabao water buffalo, is one season into a three-year principal partnership with Chelsea FC.
Next season, Carabao will add to its list of football partnerships, which also includes Reading FC, by embarking on a marquee sponsorship of the EFL Cup, set to be named the Carabao Cup over the next three seasons.