Carlsberg launches on-pack Euro 2012 campaign

Carlsberg, the official beer of the England football team, begins the final phase of its multi-channel marketing campaign for this year’s European Championship football tournament with the launch of limited edition off-trade packs.


The packs will feature the England flag and national team players Darren Bent, Leighton Baines, Ashley Young and Joe Hart. Packs will run in-store from May through to the end of the tournament in July.

Buyers will also be entitled to 10% off in Sports Direct stores and a free England flag when they purchase specially marked packs.

It marks the first change to the brewer’s branding since it repositioned Carlsberg with the new tagline ‘That Calls for a Carlsberg’ last year.

The promotion kicks off the final part of Carlsberg’s UEFA Euro 2012 marketing campaign which culminates next month with the launch of its TV spot.

Carlsberg launched the marketing activity last October with a series of football-related challenges in its Facebook page. Since January the brewer has been hosting a pub football tournament in the UK in a bid to focus its efforts on driving sales in the off-trade.

David Scott, director of marketing for Carlsberg UK, says: “Major football tournaments provide a huge sales spike so retailers must make sure they make a feature of the packs. Up to 70 per cent of beer is purchased in the run-up to major tournaments so retailers must start merchandising now.”

The launch comes ahead of the naming of the England squad that will fly out to Poland to compete in this year’s tournament which begins on 8 June.

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