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Molson Coors raids Roald Dahl with Carling 'golden can' activation

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Molson Coors has launched a Willy Wonka-style competition in the UK off-premise that urges consumers to hunt for a 'golden can' of its Carling lager brand.

Molson Coors said 100 golden cans will be hidden inside Carling multi-packs

Molson Coors said 100 golden cans will be hidden inside Carling multi-packs

A total of 100 golden cans have been hidden within random multi-packs of Carling Lager and Carling Apple Cider, Molson Coors said this week. Consumers that discover them will win GBP1,000 (US$1,340).

The activation, which will run in major UK supermarkets, comes a week ahead of the start of the FIFA World Cup. A number of drinks companies have launched campaigns to take advantage of the tournament, which kicks off on 14 June. Yesterday, PepsiCo unveiled a four-minute animated movie for its Gatorade brand charting the life of Argentinian football star Lionel Messi.

"There's a huge summer of football to look forward to," said Carling brand director Miranda Osborne. "We are building on that excitement by supporting key off-trade partners with this promotion."

The golden cans resemble the golden tickets in the Roald Dahl story Charlie and the Chocolate Factory, which saw one of the ticket winners take over Willy Wonka's confectionery business.

Osborne added: "While we can't promise those consumers who find a golden can the keys to our brewery, we can promise a bit of spending money that will certainly help stock the beer fridge to enjoy the action with."

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