Carlsberg UK has designed “striking” limited edition packaging for its Carlsberg and Carlsberg Export beers, as it prepares to be involved in the Uefa European Championships as a sponsor for the eighth consecutive time.
The packs feature official Uefa Euro 2016 branding to create on-shelf stand-out and reinforce the brand’s status as official beer of the tournament, it said. They feature a “vibrant mix” of the brand’s classic green, combined with the tournament’s “eye catching” official colour scheme of red, blue and white – as well as visual cues to the stadiums, supporters and footballs.
Carlsberg Export will feature a premium gold and silver design, showcasing a football boot crafted with studs, which are replaced by iconic French landmarks including the Eiffel Tower and Arc de Triomphe.
The inclusion of the word “probably” on pack provides a further link to the long-running If Carlsberg Did… campaign from the Danish brewer, which has recruited former goalkeeper Peter Schmeichel – Denmark’s most capped player – to lead a wider campaign around the football tournament.
Carlsberg UK marketing director David Scott said: “Major tournaments provide a huge opportunity for retailers. Many people plan ahead to watch the matches at home, often making it a social occasion with friends, so they’re going to stock up with food and drink for the matches.
“As official beer of Uefa Euro 2016, we have a unique opportunity to utilise the tournament’s official branding on our limited edition packaging which will really stand out on-shelf, making Carlsberg the obvious choice for anyone looking for a beer to drink while watching the matches at home.
“This year is particularly important for the off-trade as the home nations England, Wales and Northern Ireland have all qualified, so there are more matches for retailers to capitalise on the opportunity.”
To support the special-edition packs, Carlsberg will provide thousands of Euro 2016-branded retail display units and point-of-sales kits including fixture lists, and will invite consumers to enter a Carlsberg man-of-the-match competition for a chance to win an all-expenses paid trip to Paris and the chance to present the man-of-the-match trophy at a Euro 2016 group game involving England.
Uefa Euro 2016 will be held in France between 10 June and 10 July.
© FoodBev Media Ltd 2021
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