Carling kit pack

Molson Coors is putting £3.6m into a push for Carling aimed at football fans itching for the start of the new season.

The brand is teaming up with former Premier League player Jimmy Bullard to launch a ‘shirt amnesty’ giving fans the chance to trade in an old shirt with the name of a recently sold player on the back for a new one, free of charge. Exchanges will take place at a van touring the country, and fans can find out when it will visit their city from the Carling Twitter account.

An on-pack promotion is offering shoppers a £10 voucher for online sports retailer with every 10, 12 and 15x440ml can pack of the lager. The promo, which launched earlier this month and runs until November, will appear on around 3.8 million packs, and is supported by POS materials.

The campaign will be supported by a new TV ad starring Carling duo Dylan and Jon, which debuts on 3 July, and outdoor advertising from mid-July. The brand is also launching an on-trade counterpart to the Kitbag promo.

“Our ambition for Carling is to energise and drive long-term sustainable growth of the familiar favourite lager category by focusing on adding value through promotions at the moments that matter most to consumers,” said Carling brand director Jim Shearer.

“This exciting new promotion targets a unique time of the year where fans have renewed hope, dreams and aspirations about the prospects of the season ahead.”

Sales of Carling lager have fallen 7.1% year on year to £300.5m [Nielsen 52 w/e 25 April 2015].