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Carling reveals ‘Brilliantly British’ prize giveaway on-pack promotion

The on-pack promotion offers two million chances to win

Carling is offering customers the chance to win two million 'Brilliantly British' prizes, ranging from Land Rover Defenders to designer handbags and music downloads, as part of a bumper new marketing campaign.

The drive from Molson Coors, Britain's biggest brewer, will use national media coverage - designed to ensure an ambitious 92 per cent of all adults will see outdoor adverts an average of 19 times - to promote the four and eight packs of Carling which carry the offer. The company is targeting post-Christmas shoppers with less disposable income and will use a massive advertising push using proximity outdoor advertising and mobile engagement to get shoppers into stores, covering 1,850 outlets across the UK.

Jeremy Gibson, brand director Carling at Molson Coors, said: "We have worked hard to create an on-pack promotion that, like Carling, celebrates everything that is Brilliantly British. As with previous successful competitions, we expect significant interest from shoppers as they try and get their hands on the prizes. As part of this, we encourage retailers to anticipate the additional demand this should create for the nation’s favourite lager.”

Triumph Bonneville 2013 motorcycles, designer jackets, bespoke Kilgour suits and thousands of pairs of tickets to a Plan B gig are all up for grabs, while shoppers at specific retails will have an additional chance to win prizes. A Mini Cooper S will be on offer at Morrisons, Nisa Retails shoppers could win a year's worth of grocery shopping, and further prizes will be rolled out across Spar and Costcutter outlets.

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