Carling is to launch a £3.6M promotion, which aims to ignite football fans’ passion by getting them ready for the season ahead, while driving increased rate of sale of Carling for publicans and retailers.
Running during the period between the football season ending in May and restarting in August, both on- and off-trade promotions will be supported through the line activity including out of home and new TV advertising featuring the Carling duo, Dylan and Jon.
The promotion also includes experiential activity featuring former professional footballer Jimmy Bullard, to launch a nationwide ‘Shirt Amnesty’. During the summer transfer window, Jimmy will give fans the opportunity to trade in a football shirt with the name of a recently sold player on the back for a new one, at no cost for the fan.
The on-trade promotion will give consumers the chance to win a £60 voucher to redeem on an official football shirt from kitbag.com with the purchase of a pint of Carling. Five hundred vouchers giving £10 off purchases from kitbag.com will also be up for grabs in each venue. Promotional on-trade kits, worth £5,600, will be distributed to outlets in the on-trade and include the vouchers alongside various point of sale materials.
In the off-trade, an on-pack promotion will give consumers a voucher for £10 off a kitbag.com purchase with every Carling 10, 12 or 15 x 440ml pack bought. The promotion will be supported by in-store point of sale materials.
