UK: Carlsberg unveils World Cup advertising
Ex-Liverpool football star Alan Hansen is set to star in Carlsberg-Tetley's latest advertising campaign due to coincide with the World Cup.
The multi-million pound campaign is called 'Football Agent' and is part of the brand's marketing campaign around the World Cup. The advert will be aired on 29 May 2002 in advance of England's first World Cup match against Sweden.
Carlsberg-Tetley managing director for brand and sales, Doug Clydesdale said: "Having created a really strong campaign platform the new commercial hits all the right buttons with our drinkers. It plays out one of the greatest football fantasies whilst reinforcing Carlsberg's quality credentials. This is the final element in a high profile marketing programme which is already seeing record sales levels pre world cup."
The new campaign complements Carlsberg's in store 'Win With England' promotion and aims to capitalise on the excitement of the World Cup and its build up.
Other marketing activity in the take home sector includes official England packaging and point of sale materials, featuring images of England team players, David Beckham, Michael Owen and Steven Gerrard. Carling is also running price promotions, "to help increase volume sales of Carlsberg throughout the summer."
"Football Agent' is the third in a series of executions under the "World According to Carlsberg", following the success of the 'Holiday' and 'Bank' adverts.
'Football Agent' follows a day in the life of an unskilled Sunday League player who lives with the glamour and fame of a professional footballer thanks to his Carlsberg 'agent'.
The final scene in the advert shows Alan Hansen as a butler cleaning Clarke's muddy football boots.
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