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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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
total a

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