Ahead of the England vs Iceland game on Monday evening, Carlsberg, the official beer of the England team, challenged Iceland Foods to a head-to-head on Twitter. The wager resulted in a bet on the outcome of the deciding Euros match, which saw thousands of Twitter users engaged in the conversation.
Following the Iceland football team’s surprise 2-1 victory, Carlsberg yesterday delivered over 600 congratulatory bottles of beer to the supermarket’s head office in Deeside. And despite England’s defeat, Iceland followed through with their promise and delivered hundreds of commiseration ice-creams to Carlsberg UK’s headquarters in Northampton.
Malcolm Walker, Chief Executive of Iceland Foods, said: “This was probably the best bet two brands have ever had on Twitter – and certainly a better result than we saw from England on the pitch last night. Although our head office is actually in Wales a lot of the team here were gutted to see England go out, but we are very happy that we can now drink a toast to our favourite second team from Iceland (the country).”