Carling to launch Perfect Pint Experience campaign
Molson Coors-owned lager brand Carling is giving its drinkers the chance to win the ‘Perfect Pint Experience’ with its biggest through-the-line push in more than five years.
From 18 April to 31 July, the Carling Perfect Pint Experience will run across on- and off-trade giving drinkers the opportunity to get their hands on one of 13 million prizes. Unique codes will be printed under the ring pulls of cans and in game card distributed when buying a pint, giving a 1 in 10 chance to win a Perfect Pint Experience.
Prizes range from Carling glasses and t-shirts to NME Awards packages, Carling Cup Final tickets and Isle of Wight Festival tickets.
Every participant also has the chance to win one of five Perfect Pint Experiences worth up to £15,000 by sharing their ideal Carling Perfect Pint Experience at www.carling.com.
A £3m below-the-line investment will see the Carling Perfect Pint Experience available in 7,500 on trade outlets nationwide with over eight million game cards out in trade. In the off trade over 20,000 outlets nationwide will be taking part with 120 million cans featuring the unique code.
Carling is also supporting the promotion with a £3 million above-the-line investment, with outdoor media sited by participating outlets, while a new TV ad launches on 4 May during the Champions League Semi Final and runs for five weeks alongside national press advertising and insertions in quality male titles.