Carlsberg ‘Team Talk’ England campaign
With the countdown to South Africa 2010 Carlsberg, the official beer of the England football team, has launched their integrated football campaign. You may have seen the recent ‘Team Talk’ advertisement which has guest appearances including Sir Trevor Brooking, Nigel Benn, Jack Charlton, Stuart Pearce, Dame Ellen MacArthur, Phil ’The Power’ Taylor, Ian Botham and adventurer Sir Ranulph Fiennes.
Carlsberg have also utilised PocketMedia® to drive people into pubs during the tournament. With increased competition of punters now preferring to drink and watch major games in their own homes, Carlsberg’s primary objective was to increase sales in On Trade during the WC2010 by raising awareness of their PYOP (Pour Your Own Pint) pubs in the UK. The PYOP scheme allowed football fans to pre-book a PYOP table in their nearest local, sit and enjoy pints whilst watching a game without the hassle having to go to the bar.
The Z-CARD®s contained a football planner for the summer 2010 including the final
matches within the premier league, UEFA league, FA Cup and the FIFA World Cup™. They also displayed a step-by-step guide on pouring the perfect pint of Carlsberg, information on booking your very own PYOP table for the World Cup™, and everything you need to know on the PYOP scheme. The Z-CARD®s were distributed in various Carlsberg pubs across 16 pubs in Northern Ireland and 255 bars in the Republic of Ireland.
