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Carling has kicked off a new on-pack promotion and marketing campaign as part of its partnership with the Emirates FA Cup and Adobe Women’s FA Cup.

Running until 29 April 2024, adult consumers can scan a QR code on promotional multipacks of Carling and enter the code displayed on the inside of the sleeve for the chance to win prizes.

Thousands of prizes are up for grabs, including seats for up to ten people in the Carling Box at Wembley stadium for the FA Cup final or tickets in the stands which include a one-night stay at a four-star Wembley hotel, as well as Deliveroo vouchers.

The on-pack promotion builds on the launch of Carling’s limited-edition cans in 2023 and is supported by campaign activity under the tag line ‘Made by our Mates’, which is expected to reach 81% of UK adults aged 18-54. The campaign will see Carling return to cinema screens for the first time in seven years, alongside TV, VOD, out of home advertising, paid social media, and influencer partnerships, encouraging consumers to pick up promotional packs in-store. To boost brand awareness around the tournament and help retailers drive sales, Carling is also sponsoring TalkSport’s coverage of the Emirates FA Cup and Adobe Women’s FA Cup.

Lee Willett, Carling brand director at Molson Coors Beverage Company, said: “With consumer spending still under pressure and the final stages of the FA Cup fast approaching, we wanted to reward Carling and football fans with an unforgettable sporting experience.

“Carling is the lager brand consumers most commonly associate with football, making it perfectly placed to help retailers drive more sales during the tournament. We hope this new on-pack promotion backed by our ‘Made by our Mates’ campaign, will help customers engage shoppers and bring even more excitement on match days.”