Carlsberg takes consumers to the Edge

27 July, 2007

Carlsberg has launched a summer sampling campaign for Carlsberg Edge, which aims to introduce Edge to more than 85,000 consumers in eight weeks.

The campaign launched in Brighton this month

and will tour major cities and towns in a converted Volkswagen

camper van until the end of August.

As well as offering RTD and premium packaged lager drinkers 25cl Edge samples, the brand is giving away stress balls and gamecards in which consumers can win money-off vouchers. The campaign is being backed by a regional media campaign including radio broadcasts and promotions, outdoor and online advertising.

Brand manager Robin Chaplin said: "Get Refreshment with an Edge is far more sophisticated in both its planning and implementation than a traditional sampling campaign.

It is a highly personalised and interactive programme, tailored to our target audience.

Now is the time when people are looking for a refreshing beer such as Edge - both at home and in the on-trade."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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