30 million investment for Carlsberg

22 January, 2010

Carlsberg is investing £30 million in marketing activity this year, with the majority of the spend 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 the chance for four winners to win a place to see an England training session, a VIP day at Wembley and the opportunity to be in a Carlsberg ad. The competition will run on 2.6 million Carlsberg packs.

A national road show with a branded bus will reach 500,000 consumers, Scott said.

The campaign will also be backed up with national press, radio and viral adverts, plus a dedicated youtube page. A TV ad will be launched in May.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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