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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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