Carlsberg recently kicked off a new campaign in honor of the upcoming European Championship 2012 football tournament. This campaign was part of a wider piece of a multi-channel marketing for the brewer and features ‘limited edition off-trade packs’.
Each pack features the English flag and several key national players who may be representing England in the upcoming football tournament. When purchased, the packs include a 10% discount to Sports Direct as well as a free England flag.
Carlsberg ran the campaign on Facebook last October and hosted football tournaments in UK pubs at the beginning of 2012.
Carlsberg UK’s Marketing Director, David Scott, stated that: “The major football tournaments provide a huge sales spike so retailers must make sure they make a feature of the packs”. Scott also said: “Up to 70% of beer is purchased in the run-up to major tournaments so retailers must start merchandising now.”
BrandIndex scores show that since the launch of the packs, in late April, Buzz, Attention and Quality for Carlsberg have increased. Buzz rose 4.5 points over the course of the last week of April, from -1.1 to +3.3 points by May 15, whilst Attention scores for the brewer nearly doubled over the same time period.
Perceptions of Quality also saw an increase for Carlsberg. Prior to the launch of the packs, Carlsberg Quality score stood at +1.4, however by May 15, their score had increased to nearly +6.
Carlsberg has just begun the final installment of their UEFA Euro 2012 marketing campaign with the unveiling of their latest TV as well as a YouTube video advert called 'Fan Academy' – which highlights their sponsorship of the tournament, view the full SoMA article here.
What remains to be seen is how effective these will be in keeping the momentum already gathered from the off-trade packs campaign.