Carlsberg has revealed new limited edition packaging for its Carlsberg and Carlsberg Export beers in the grocery and impulse channels.
The packs feature UEFA Euro 2016 branding in a bid to create on-shelf stand-out and reinforce the brand’s status as Official Beer of the tournament. Images of stadiums, supporters and footballs also feature, alongside the word “Probably”, serving as a link to the brand’s “If Carlsberg Did…” campaign.
Carlsberg Export has a premium gold and silver design, showcasing a football boot crafted with studs replaced by iconic French landmarks, including the Eiffel Tower and Arc de Triomphe.
UEFA Euro 2016 branded retail display units and POS kits including fixture lists will support the limited editions; and field sales support teams will be making retailer visits from March to July.
An on-pack offer will also be exclusively available to the impulse channel. The promotion invites shoppers to enter Carlsberg’s Man of the Match competition for a chance to win an all-expenses paid trip to Paris and the opportunity to present the Carlsberg ‘Man of the Match’ trophy at one of the group games.
The limited edition packs form part of an integrated communications campaign headlined ‘If Carlsberg did Substitutions’, encompassing trade activation, broadcast activity, stunts and consumer giveaways.
If Carlsberg did Substitutions will be supported by significant investment in a four-week outdoor promotion, reaching 72% of all UK adults. In addition, TV idents will be shown during matches broadcast on ITV including the tournament’s semi-finals and final while perimeter LED advertising boards will highlight the brand at every match.
David Scott, Marketing Director at Carlsberg UK, commented: “Major tournaments provide a huge opportunity for retailers. Many people plan ahead to watch the matches at home, often making it a social occasion with friends, so they’re going to stock up with food and drink for the matches.
“As Official Beer of UEFA Euro 2016, we have a unique opportunity to utilise the tournament’s official branding on our limited edition packaging which will really stand out on-shelf, making Carlsberg the obvious choice for anyone looking for a beer to drink while watching the matches at home.”