Carlsberg is this week rolling out take-home packs of Carlsberg and Carlsberg Export featuring Capello, Rio Ferdinand, Steven Gerrard, David James and Jermain Defoe.
As the official beer of the England team, it was the only fmcg brand able to use Capello on-pack, it claimed.
The new design replaces the Team Talk promotional packaging, which ran over February and March and generated a 3.6% sales uplift [Nielsen 4w/e 20 March].
"The first part of our campaign inspired more than 100,000 England fans to visit our World Cup website," said director of brands Paul Davies. "Showing the man on-pack, who will, I am sure, be delivering the best team talks in the world throughout the World Cup, is bound to further boost sales."