Carlsberg is continuing to reinvent its ‘If Carlsberg did…’ marketing line with a new twist on the stereotypical charity chugger which veils free tickets to Euro 2016 by asking members of the public if they would be willing to donate 90 minutes of their time to their nation.
The ‘If Carlsberg Did street fundraisers’ campaign continues Carlsberg’s Euro 2016 sponsorship which adopts the humorous approach used by the brand in its football advertising.
The latest stunt involved a team of four ‘superchuggers’ who were deployed to a busy London train station where they then adopted the stereotypical relentlessly annoying behaviour of a street fundraiser.
The squad attempted to lure the public away from their busy days and anyone generous enough to agree to give up 90 minutes for their nation were instantly rewarded with a pair of tickets to watch England at Euro 2016 in France this summer.
Discussing the campaign Carlsberg’s senior brand manager, Dharmesh Rana, said: “As the official beer of Uefa Euro 2016 we want to build excitement ahead of the tournament this summer. As the domestic season comes to an end our aim is to get the nation to substitute their clubs for their country and to be able to reward football fans with the chance to go France and support the England team is something we’re really proud to do.”
The stunt follows on from a recent collaboration with football personality Chris Kamara who was given a prosthetics makeover to look like an old man and then gave away seats to Euro 2016 to those who offered him a seat on the tube.