Carling is marking three decades backing British football with an on-pack promotion.
The Molson Coors-owned beer brand is hiding 1,000 limited edition retro cans - printed with its branding from 2002 - inside promotional multipacks.
Shoppers who discover a retro can will have the chance to claim a Carling-branded fleece from sportswear label Umbro via a QR code on pack.
The promotion will run from 6 October across 10x440ml and 18x440ml multipacks.
As part of its ‘Behind Football’ campaign, the beer brand has placed branded billboards at partner stadiums including Newcastle’s St James Park, Chelsea’s Stamford Bridge, Molineux Stadium and Bolton’s and Cardiff City’s home grounds.
The banners showcase football players and memorable moments which took place at those clubs. 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.
“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,” said Rachel Bailey, Carling brand controller at Molson Coors Beverage Company.
“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.”
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