Carling puts the Premier League trophy up for grabs with on-pack promotion

Premier League trophy

Beer brand Carling has released an on-pack promotion that will see winners gifted the coveted Premier League trophy – for a short time.

In partnership with the Premier League and Sky Sports, the competition has tasked drinkers with downloading the Carling app on their Android and Apple devices in purpose to scan the participating packs. Winners of prizes will be immediately alerted, furthermore, the activity drives downloads of Carling's bespoke app which will enforce brand retention and loyalty.

Making up the host of prizes are cans of Carling lager, Carling Premier, Carling Apple Cider, Carling Black Fruits Cider and Carling Citrus Twist, however, high end goodies include Sky Q, an Ultra High Definition TV, Premier League tickets, signed Premier League shirts, Now TV Sky Sports day passes, official Nike Premier League footballs and more.

Up for grabs are eight Premier League Trophy days in which winners can tour the trophy from 9am until 9pm at their home, workplace or even local pub – a feat some clubs have repeatedly failed to do for decades.

Jim Shearer, Carling brand director, said: “Our latest promotion gives fans a chance to get even closer to the league they love through a whole raft of exclusive Premier League prizes. The Premier League and Carling go hand in hand, and we know that big sporting occasions drive sales of alcohol for the off-trade, so this promotion has the potential to be one of our most successful to date.”

In 2016, Carling became the Official Beer and Cider of the Premier League. The campaign will also be supported by Out of Home advertising and social media content.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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