UK: Carlsberg taps into England football fanatics
Carlsberg UK will invest GBP10.5m (US$18.3m) on TV advertising alone during 2006 in a new promotional and advertising campaign ahead of June's FIFA World Cup in Germany.
It is the brewer's largest ever investment in a football sales and marketing campaign, and focuses on England's chances of winning the tournament with the slogan "2006…Probably". The campaign will run across Carlsberg promotional material, press advertising and limited edition glasses.
Graeme Mitchell, on-trade controller for Carlsberg UK, said: "We have taken our famous advertising strapline 'Probably the best lager in the world' and used it to convey the nation's belief that England can win the tournament."
Carlsberg is also offering 'speed of service' support prior to the World Cup, to advise on a range of tactics to cope with crowded pubs, including putting aside dedicated serving areas at the bar and offering table service.
"Our research shows that 37% of people prefer to watch England in the pub and one in nine pints of on-trade draught lager is consumed whilst watching football," added Mitchell.
"Nearly two thirds of football fans cite atmosphere as the primary reason for choosing a venue to watch the match. Carlsberg is providing support items including wigs, flags, t-shirts, pint hats and staff uniforms to help publicans increase footfall to their venue by creating the perfect atmosphere for watching the match - teamed with a pint a Carlsberg."
Carlsberg has renewed its sponsorship with European Champions League winners Liverpool....
Carlsberg has set up an investment joint venture in the north-west of China, according to local reports....
A new CEO has been appointed at one of Carlsberg's companies....
Carlsberg has finally hooked up with a state-owned Vietnamese brewer....
Carlsberg has entered into negotiations with the IBM Group regarding a possible outsourcing of the Danish brewer's IT services in Europe....
Carlsberg's rating has been lowered following its disappointing Q1 figures earlier this week....
Carlsberg said today that global beer volume showed a 20% increase in the first quarter of the year driven by strong organic growth in BBH as well as a considerable contribution from acquisitions, inc...
Scottish & Newcastle and Carlsberg said today that their Eastern European joint venture Baltic Beverage Holdings had seen sales volumes lift 14% in the first quarter of the year, compared to the same ...
- Rekorderlig Deal Sees Molson Coors Miss Out
- Comment - Diageo CFO to North America? Do the Math
- 5 reasons why Constellation's Meiomi buy works
- Hail Marie Brizard: But, For How Long?
- Constellation Brands basks in beer glory
- Diageo ditches Shui Jing Fang plans in China
- MillerCoors changes CMOs with immediate effect
- Bacardi buys Banks rum
- C&C Group chairman backs CEO amid turmoil
- Diageo turns to W Ice in South Korea