Challenge
Under pressure from the growing popularity of the world lager category, Carling needed to stand out on shelf and offer something truly unique.
Insight
Carling drinkers love three things—football, their beer and their mates. By empowering our shopper to truly deliver a money can’t buy experience for their mates—they became, THE MAN!
Strategic Idea
Carling has an unrivalled association with the beautiful game in the UK, and as Official Beer partner of the FA Cup had access to tickets to the oldest football competition in the world.
Creative Idea
Win the Carling VIP Box at Wembley, for the FA Cup Final, for you and 9 mates.
Hook
The chance to win a once-in-a-lifetime experience, built around their passion points (football, mates, and beer).
Activation
Support across the P2P within all major mults and convenience retailers, including full aisle takeovers and FoS displays.
Impact
17%
Increase in unit sales
19K
Competition entries
1st
Morrisons aisle takeover delivered
300+
Tesco front of store pallet displays secured
