GOLDEN cans are to be hidden in Carling multipacks as part of a new promotion in collaboration with Umbro.
Consumers will be able to get their hands on one of 10,000 limited-edition football shirts, should they find one of the cans. Designed by Umbro, the shirt is retro is look and feel and celebrates Carling’s branding through its colours and sleeve trim.
The promotion is to be dual branded and ‘clearly communicated’ on 10-can and 18-can multipacks, with Carling saying it aims to catch the eyes of shoppers and tap into the excitement of the upcoming summer of football.
Kevin Fawell, off-trade sales director at Molson Coors Beverage Company, said, “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.
“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!”
Jonathan McCourt, head of football marketing at Umbro UK, added, “It’s great to team up with Carling as we marry up two British brands with a shared passion for the beautiful game. The shirt we’ve designed is stylish, with a timeless design that pays tribute to both of our proud footballing roots. We’ve no doubt that football fans will be looking forward to the chance to get their hands on one.”