Carling and Firebox.com link lager to boys’ toys with football-themed giveaway tie-up

Carling has teamed up with Firebox.com, the online gadget and gifts retailer, for an on-pack promotion this autumn.

As part of the joint promotion, Carling is running an outdoor advertising campaign and point-of-purchase activity, as well featuring ads on the Carling.com website.

A range of Carling packs, for both canned and bottled lager, will feature a &£5 voucher redeemable against any purchase at Firebox.com. The promotion also features the chance to win one of 1,000 Sensible Soccer 2 Plug & Play consoles and a limited-edition Sensible Soccer T-shirt.

To claim the prizes, consumers will need to log onto www.firebox.com/sensible and enter a unique code printed on the voucher inside promotional packs.

Creative work for the on-pack promotion was by Carling’s in-house design studio and media buying has been handled by Carat Insight.

Firebox.com sells quirky and bizarre “boys’ toys”. Carling brand director Des Johnson says Firebox.com is a great fit for Carling. “It’s a great chance to boost profits – according to Carling research, a high proportion of male lager drinkers spend considerable amounts of money on gadgets,” he adds. “The fact that we’re also offering Sensible Soccer prizes is an additional attraction for customers, linking perfectly with the World Cup qualifiers and Carling’s long-standing football associations.”

Firebox.com managing director Christian Robinson says: “We believe our unique blend of products appeal to people whose goal is to live life to the full. By linking with Carling, we hope more consumers will spend time doing just that.”

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