Staropramen partners with Paramount+ to offer free 30-day subscription

Molson Coors Beverage Company has partnered with streaming service Paramount+ for a Staropramen on-pack promotion to create the perfect night in.

From now until 31 January 2025, consumers in the UK & Ireland purchasing any Staropramen multipack can enjoy a 30-day Paramount+ subscription, with access to a mountain of entertainment, spanning blockbuster movies, brand new and exclusive series and fan favourite franchises across every genre.

The partnership coincides with the much-anticipated return of Paramount+ megahits this autumn, and the partnership will also help retailers tap into the growing world beer opportunity, which accounts for more than one third of beer sales value in retail, leveraging Staropramen’s continued popularity as the number one Prague beer. All multipacks of the beer are included in the promotion, with 12x330ml bottle multipacks also featuring Paramount+ illustrations for maximum visibility on shelves.

QR codes on packs will take customers to a promotional microsite from the beer brand, where they can enter their details and the last four digits of the pack’s barcode to receive instructions on how to claim a 30-day Paramount+ subscription, courtesy of Staropramen.

Promotional activity will be supported by significant in-store and online activation investment, including out of home advertising and a paid social media programme.

Everdure pizza oven giveaway

To complement the perfect night in, Staropramen will also offer consumers the chance to win one of 50 Everdure pizza ovens, worth over £600 each, between 1 September and 31 October.

The promotion will also be hosted on the Staropramen promotional microsite, which is accessible via the same QR code on the Paramount+ promotional packs. Once consumers have claimed their 30 days of Paramount+, they will also be able to access the prize draw to win an Everdure pizza oven.

Consumers will unlock the competition entry page by playing a mini game, before entering and submitting their details for a chance to win. Winners of the pizza oven will be randomly selected and notified by email on 1 November 2024.

“This on-pack promotion is a great way to reward our Staropramen brand fans," said Brand Manager Hannah Jeffery. “ The 30-day Paramount+ subscription unlocks a whole host of entertainment, from blockbuster movies to new and exclusive series in every genre, for them to enjoy with family and friends.

“Big nights in continue to be a key occasion for consumers, and this on-pack promotion with Paramount+ presents a great opportunity for retailers to take advantage of the occasion and drive sales.”

The announcement builds on the launch of a Staropramen 4x440ml multipack earlier this year, and its high-profile partnerships with UNICEF ambassador Orlando Bloom, and Everdure by Heston Blumenthal in 2023.