Carlsberg readies “biggest ever” football campaign
Carlsberg is to launch a £30m World Cup-themed marketing campaign, the beer brand’s biggest single year investment, as it looks to leverage its sponsorship of the England national team.
The beer brand is to launch television, digital and point of sale activity in the build to this June’s World Cup in South Africa.
The six-month “Teamtalk” campaign calls on fans to deliver a team talk to the England team. Speeches can be sent by video or text message or at Premier League grounds and supermarkets, which will be visited by a branded tour bus.
A dedicated YouTube channel will show selected team talks.
In addition, more than 2.5 million promotional Carlsberg packs will be seen in-store from February.
Last year, the beer brand signed a four-year extension to its sponsorship deal with the Football Association in September to remain the ‘official beer’ of both the England team and The FA Cup. It is also beer pouring partner.