Carlsberg Export

Carlsberg has created a limited-edition pack design for Carlsberg Export to mark its sponsorship of Euro 2016.

The silver and white cans and multipacks, designed by Taxi Studio, feature a football boot with French landmarks such as the Eiffel Tower and Arc de Triomphe in place of the studs.

“Carlsberg Export is a premium beer, so it demanded a sophisticated, original and witty idea,” said Spencer Buck, creative partner at Taxi Studio.

The supplier is also launching an on-pack promotion ahead of the Euros – taking place across France from 10 June to 10 July – exclusive to the impulse channel. Shoppers will get the chance to enter a competition to win a trip to Paris and the opportunity to present the Carlsberg ‘Man of the Match’ trophy at an England group game.

The sponsorship will also see integrated campaign If Carlsberg Did Substitutions, involving a mix of trade activation, broadcast activity, stunts and consumer giveaways. There will be a four-week outdoor push featuring on 1,500 panels, which Carlsberg said would reach 72% of adults. TV idents will also be shown on matches on ITV, which will divide the tournament with BBC1.

“Major tournaments provide a huge opportunity for retailers,” said Carlsberg UK marketing director David Scott. “As official beer of Euro 2016, we have a unique opportunity to utilise the tournament’s official branding on our limited edition packaging, which will really stand out on shelf, making Carlsberg the obvious choice for anyone looking for a beer to drink while watching the matches at home.

“This year is particularly important for the off-trade as England, Wales and Northern Ireland have all qualified, so there are more matches for retailers to capitalise on the opportunity.”