By Mark Baber
February 16 – Carlsberg, the Official Beer of UEFA EURO 2016 and the England team, has launched its campaign for this summer’s Euros and claims the tournament will be worth £60 million to pubs in the UK.
Carlsberg’s activities around the tournament include trade activation, broadcast activity, stunts and consumer giveaways to enable licensees to unlock the tournament’s potential, whilst the “If Carlsberg Did…” campaign will focus on ‘substitutions’ in the lead up to and during the tournament.
The Danish company has also gone down the patriotic route, substituting local pub signs like ‘The Red Lion’ with alternatives such as ‘The Three Lions’.
David Scott, Director of Brands and Insight at Carlsberg UK commented: “Carlsberg is known as the beer of football and we are proud of our status as Official Beer of UEFA EURO 2016 and the England team. EURO 2016 is a huge opportunity for pubs. Football tournaments are worth +£60 million to the on-trade and live football can add an uplift of 60% to an outlet’s rate of sale. We recognise the importance of this opportunity and we’re investing heavily to help our customers encourage football fans off their sofas and into the pub.”
“We know that 75% of pub goers watch football, presenting publicans with the perfect opportunity to engage existing customers and draw new ones in. This year is particularly important for the home nations with England, Wales and Northern Ireland all having qualified, meaning there are more matches and more opportunities for pubs. Licensees must capitalise on this as an opportunity not to be missed.”
The “If Carlsberg did substitutions” campaign will be supported with a four-week outdoor campaign with 1,500 panels across the UK which is expected to reach 72% of all UK adults and will be aimed to “encourage fans to put their rivalries aside and substitute support for their club with support for their country.”
Other elements of the overall campaign include TV spots on ITV, perimeter and 10,000 point of sale kits available to publicans throughout England, Wales and Scotland s well as social media engagement including on-line voting for the Carlsberg Man of the Match for all 51 games.
The tournament, is expected to be a welcome filip for Carlsberg who have been hit hard by poor results in Russia and Eastern Europe, making an annual loss of $261.8m (£181m) and having had to put in place a restructuring programme and job cuts.
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