Carlsberg Launches Sky Sports Campaign

Carlsberg is teaming up with Sky Sports to run a new campaign, exclusively targeting customers shopping in convenience stores, aiming to capitalize on the post-Olympic surge in sporting enthusiasm. 

The campaign also aims to cement Carlsberg’s involvement with the sports broadcaster.

The campaign, created and executed by Billington Cartmell, breaks at the end of a fabulous summer of sport, as the football season gets fully underway. 

Every week for ten weeks, Carlsberg will give away “the ultimate Sky Sports package” – which includes, a 42″ LG widescreen 1080 Plasma TV, Sky +HD box, 12-month free subscription to Sky Sports HD, LG surround-sound home entertainment Blu-ray system and a 16 GB Apple i-Pad with Wi-Fi pre-loaded with Sky Go.

The promotion will be supported with national press ads in daily tabloids and broadsheets.

The advertising features the line “Experiencing the Greatest Line-Up” followed by the brand’s ongoing advertising message: “That Calls For A Carlsberg”.

The campaign will run across special 4-12 packs of canned and bottled Carlsberg and Carlsberg Export, which will each feature a unique code. Consumers will go online to enter the draw, with one code being picked at random each week to win the prize.

Dharmesh Rana, senior brand manager for Carlsberg said: ‘This promotion is the first on-pack activation of the partnership with Sky Sports and is aimed at ensuring that the Carlsberg brand is first to hand when consumers settle down in front of the TV for an evening of sport’

Kirstie Yates, group account director at Billington Cartmell commented: ‘The Carlsberg brand is synonymous with all sporting occasions; the partnership with Sky is therefore an excellent opportunity to encourage and remind consumers to choose Carlsberg when watching sport in the comfort of their own home.’