CARLING is to mark 32 years of supporting British football by hiding 1,000 limited-edition retro cans inside promotional packs.
Designed to take fans back to the early 00’s – which the brand said was a ‘golden era of football’ for many – the cans are a re-release of the ‘iconic’ Carling branding from 2002.
Alongside the retro can, Carling has also teamed up with sportswear label Umbro for a nationwide giveaway of a fleece which takes its design cues from the much-loved style of 90s and noughties fashion.
The wider campaign, which began in mid-September, sees Carling-branded billboards placed at locations around partner stadiums including Newcastle’s St James Park, Chelsea’s Stamford Bridge, Wolves’ Molineux Stadium, as well as Bolton and Cardiff City’s home grounds.
The banners will showcase iconic players and memorable moments which took place at those clubs, highlighting the affinity between the nation’s favourite sport and Carling, which was voted the beer brand most synonymous with football in a poll last year. It includes images featuring Alan Shearer, Frank Leboeuf, Don Cowie, Steve Bull, and Jussi Jääskeläinen, all which show Carling’s logo displayed in the background of the shot.
Rachel Bailey, Carling brand controller at Molson Coors Beverage Company, said, “Football has been in Carling’s DNA for over three decades. This campaign celebrates those authentic moments where Carling has been behind the action, supporting every level of the game whilst offering refreshment to fans.
“The retro fleece collaboration with Umbro perfectly captures the football nostalgia from the beginning of the Premier League era and sporting culture Carling has championed since 1993. It gives fans the chance to own a piece of football heritage while helping retailers leverage the treasure hunt mechanic to boost sales.”
The retro can promotion will run across 10x440ml and 18x440ml Carling multipacks, with the integrated campaign expected to reach 3.5 million consumers from early October and through the Christmas period.
Winners can claim their prize by scanning a QR code on the can – unlocking a piece of authentic football heritage.
