How Carling brought back the fizz to football by creating a podcast that doubled the ROI of TV

Client: Carling

Carling’s “Could It Be Magic?” was a bold, content-first campaign designed to reignite the brand’s football heritage and re-establish its relevance among millennial fans. In partnership with The FA, Platform, and Carat, Carling launched its first-ever podcast series—transforming a small test-and-learn brief into its flagship Emirates FA Cup campaign. Hosted by Joe and Ashley Cole, the series blended nostalgic interviews, branded quiz segments, and authentic storytelling to celebrate the Emirates FA Cup’s magic.