Carling has teamed up with Umbro to give consumers the chance to win one of 10,000 limited-edition football shirts.
Consumers will be able get their hands on a shirt by finding special golden cans, which will be hidden in multipacks of Carling.
The football shirt has been designed by Umbro for Carling for this promotion. It will be dual branded and communicated on 10-can and 18-can multipacks. The campaign will also be supported by a host of POS material to help retailers drive awareness in stores, as well as an exciting social campaign with Joe Football.
Off-Trade sales director at Molson Coors Beverage Company Kevin Fawell said: “Carling and Umbro both have a rich heritage in football, which makes this an ideal partnership to help retailers tap into excitement among fans, with football fever set to sweep the UK like never before.
“The campaign will help drive more interest as consumers look to enjoy their favourite drink at home while watching the football. Gold isn’t always something that’s always associated with the home nations at football tournaments, but we certainly hope it will be this summer!”
Jonathan McCourt, head of football marketing at Umbro UK, added: “It’s great to team up with Carling as we marry up two British brands with a shared passion for the beautiful game. The shirt we’ve designed is stylish, with a timeless design that pays tribute to both of our proud footballing roots. We’ve no doubt that football fans will be looking forward to the chance to get their hands on one.”