The new packaging is the second half of its World Cup advertising campaign. In its latest in-store packaging, England manager Fabio Capello, England captain Rio Ferdinand, Steven Gerrard, David James and Jermaine Defoe are pictured. Terry who was on the packaging is no longer featured.
Carlsberg says the change is part of the brand’s contractual obligation to the FA and it is commited to a set time and player rotation in its marketing activity.
Phase 1 of Carlsberg’s pack strategy included John Terry, David Beckham, Peter Crouch and Matthew Upson. In phase two of the strategy, the four players have been replaced by Fabio Capello, Rio Ferdinand, Steven Gerrard, Jermaine Defoe and David James.
Carlsberg, which is the official beer of the England football team, claims it is the only grocery brand using the England manager’s image on its product as part of its World Cup promotional activity.
Paul Davies, director of brands, said: “Carlsberg UK is very proud to have an icon like Fabio Capello and his team on its on-pack in the run-up to the World Cup.
“Our “Probably the best team talk in the world” campaign has caught the imagination of the England’s fans, with over 100,000 people having visited www.englandteamtalk.com already and nearly 1,000 team talks uploaded by the public. And now on-pack we are showing the man who will, I am sure, be delivering the best team talks in the world throughout the World Cup.”
The iconic packs will replace the Team talk promotional packaging, which has been at the forefront of the first half of Carlsberg’s World Cup marketing activity, offering fans the chance to meet some England players.
It called on members of the public to record and send in their attempt at “the best team talk in the world”.
All entries have been uploaded to a special YouTube site and the winners will recieve a VIP day trip to Wembley where they will be able to deliver their team talks to members of the England squad.
The second half of Carlsberg UK’s World Cup campaign will continue to gain pace over the next few weeks, as the brewer gets ready to launch its latest iconic TV advertising campaign, starring a number of English sporting legends.