Lager brand Carling has announced it’s backing retailers with a major activation designed to drive footfall and build buzz throughout the summer of football.
Live until late June, the brand is running an exclusive Lucky Pants giveaway in partnership with OddBalls, giving away over 4,500 pairs across its retail partners.
With Carling reporting that major football fixtures deliver a 13% average uplift in UK grocery beer sales on match days, the partnership aims to help retailers tap into the excitement around a busy summer schedule, as consumers plan viewing parties and gatherings at home.
The promotion will run across major retailers, supported by in-store POS-branded banners, magazine communications and targeted social media campaigns driving awareness and participation.
Display materials, promotional assets, online content and social toolkits will also be widely available to retailers to drive help customer engagement and make their stores the go-to destination for consumers looking to stock up on matchday.
Additionally, building on the success of Carling’s Could It Be Magic podcast - which has generated over 13.3m views across podcast and social media - Carling is producing new content featuring England legend Joe Cole, titled Could It Be Coming Home.
Reporting from New York, Joe will bring exclusive interviews with a star-studded line-up of legendary ex-players and speak with football fans about the sport’s growing culture in the US.
Ryan McLaughlin, brand director for Carling at supplier Molson Coors Beverage Company, said: “We’re about to enter a summer of sport, with football taking centre stage - and where there’s football, there’s Carling.
“We know fans have their rituals, their lucky shirts, their must-have pre-match routines, which makes Lucky Pants the perfect pairing.
“This activation is about helping retailers make their stores a destination for consumers planning get-togethers and celebrations at home for the summer of sport – giving shoppers something exclusive to drive purchases and talk about with their mates.
“Combining the OddBalls partnership with bespoke in-store assets and our brand-new podcast content, we’re delivering on that promise by giving retailers the tools to maximise this major trading period.”
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