Carlsberg packs target impulse buying

10 April, 2009

Carlsberg UK's latest promotion with Talksport is focus ing on small, mid-week drinking occasions

to drive four-packs.

Carlsberg said research has shown that with more people staying in than going out,

"top-up shopping" is increasing.

The beer giant is developing a series of POS to aid in pushing the four-pack, and has also developed a

Probably the Best Night In

campaign to increase off-trade sales and awareness.

The campaign will focus on appointment-to-view TV programmes, especially mid week football matches.

Carlsberg has linked up with Talksport to run

ads and an on-air competition to win "probably the best night in", which

involves a live broadcast from the winner's home attended by two members of the England football squad.

David Scott, head of customer marketing, said: "Impulse shopping is definitely on the up."




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COMMENT

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 ľ which makes it especially galling that we spend so much time divided over it.

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