Carling introduces on-pack promo with Umbro

Leading lager brand Carling has teamed up with Umbro, giving shoppers the chance to win one of 10,000 limited-edition football shirts.

Consumers will be able get their hands on a shirt by finding special golden cans, which will be hidden in multipacks of Carling from this month. Lucky shoppers will be able to redeem their prize online by entering a unique code found on each pack on the Carling website.

Designed by Umbro for Carling, the retro look shirt celebrates Carling’s branding, including its iconic black label. The promotion will be dual branded and clearly communicated on 10-can and 18-can multipacks to catch the eye of shoppers.

The brand said this will help retailers to tap into the excitement ahead of the summer of football and drive sales of mid and large packs. The campaign will also be supported by a host of POS material to help retailers drive awareness in stores, as well as an exciting social campaign with Joe Football.

“Carling and Umbro both have a rich heritage in football, which makes this an ideal partnership to help retailers tap into excitement among fans, with football fever set to sweep the UK like never before,” commented Kevin Fawell, Off-Trade Sales Director at Molson Coors Beverage Company.

“The campaign will help drive more interest as consumers look to enjoy their favourite drink at home while watching the football. Gold isn’t always something that’s always associated with the home nations at football tournaments, but we certainly hope it will be this summer!”