Carlsberg goes all out for World Cup

05 February, 2010

Carlsberg is investing £30 million in marketing activity this year, the majority going towards World Cup activity.

David Scott, director of customer marketing, said: “Around 60% of that revolves around the start of the year and the World Cup. Lager sales in 2006 were bigger than Christmas in grocery. It’s like having two Christmases in a year.”?An on-pack promo will give four winners the chance to see England train, enjoy a VIP day at Wembley and be in a Carlsberg ad. The competition will run on 2.6 million Carlsberg packs.

A national roadshow with a branded bus will reach 500,000 consumers, said Scott. The campaign will be backed by TV, national press, radio and viral adverts, plus a dedicated You Tube page.




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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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