Carlsberg-Tetley kicks off this key European Championship year with the launch of its first major marketing activity, supporting the FA Cup.
As part of an unrivalled sponsorship package of football properties for 2004, Carlsberg is offering its customers an extensive programme of national and account-specific activities that provide retailers with the opportunity to drive sales and bring excitement to the beer category.
The FA Cup is the oldest and the most famous club competition in the world, with a global reach of approximately 300 million households in over 170 countries. To help retailers make the most of this great trading opportunity and further enhance Carlsberg's position as the beer of football, a comprehensive FA Cup support programme has been developed.
As the tournament moves into the fourth round, on the weekend of January 24-25, Carlsberg will be available in a limited edition FA Cup can. Within the wholesale and independent channels, where Carlsberg is showing +12% volume growth, 4-packs of the FA Cup can will be supported with activity that will offer consumers the chance to win semi-final and final tickets, as well as official FA Cup merchandise. Sales teams, armed with official FA Cup flags and POS, will target key outlets in areas that are involved in high profile matches, ensuring that the sales opportunities are maximised. convenience outlets will be leading with a 440ml 8-pack, priced marked at £5.
In Multiple Grocers, where Carlsberg is enjoying double digit volume growth, Carlsberg will be available in a FA Cup branded 24-pack and will be supporting accounts with free prize draw activity to win FA Cup fleeces and ski hats. There will be the opportunity for customers to test their skills in a virtual reality penalty shootout and a few lucky outlets will also receive a dream prize of a visit from the FA Cup trophy itself.
Doug Clydesdale, Carlsberg-Tetley's Managing Director of Brands and Sales said: "FA research shows that over the last few years Carlsberg has developed one of the most effective promotional programmes of all the FA partners – and 2004 will be no different. This year we are starting slightly earlier to give customers and consumers the opportunity to make as much of the tournament as possible. As Official Beer of the FA Cup, Carlsberg is bringing even bigger and better FA Cup activity to the trade in 2004."