Carlsberg plans Euro 2016 activities to support bars


Carlsberg is planning marketing activities in bars and pubs linked to this summer’s Uefa Euro 2016 around the idea of substituting the ordinary for the extraordinary.

As the official beer of the tournament, it will be running an integrated communications campaign encompassing trade activation, broadcast activity, stunts and consumer giveaways.

Carlsberg UK customers will receive 10,000 point-of-sale kits available for bars and pubs throughout England, Wales and Scotland. The packs will feature exclusive sponsorship assets (pictured) such as England player imagery and Uefa Euro 2016 branding with fixture posters, planners, flags and wigs.

The brand’s “If Carlsberg did…” campaign will focus on “substitutions” in the lead-up to and during the tournament. Well-known local pub signs like The Red Lion will be substituted with football-related patriotic alternatives such as The Three Lions.

A series of stunts, yet to be revealed, will help football fans to “substitute the ordinary for the extraordinary” in everyday situations and win tickets to see matches in France.

Carlsberg UK’s Premier Sports Club has been re-launched as a digital support tool in time for the tournament and will provide a range of tools including exclusive social media content to help drive consumers to participating bars and pubs.

“If Carlsberg did substitutions” will be supported by significant investment in a four-week outdoor campaign with 1,500 panels across the UK, reaching 72% of all UK adults. The panels’ messages will encourage fans to put their rivalries aside and substitute support for their club with support for their country.

TV idents will be shown during 15 matches broadcast on ITV including the tournament’s semi-finals and final while perimeter LED advertising boards will highlight the brand at every match.

Carlsberg will also be engaging fans around the world through its digital and social media channels, presenting supporters with the chance to vote for their official Carlsberg Man of the Match for each of the tournament’s games. The new voting mechanic will tap into real-time fan conversations, giving them a greater say in who wins each coveted award.

The tournament, which takes place from June 10 to July 10, will see 51 matches played with each expected to attract an estimated 150m live spectators.

David Scott, director of brands and insight at Carlsberg UK, said: “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.

“Uefa Euro 2016 is a huge opportunity for pubs. Football tournaments are worth over £60m 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.”

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