David Scott, director of customer marketing, said: “Around 60% of that revolves around the start of the year and the World Cup. Lager sales in 2006 were bigger than Christmas in grocery. It’s like having two Christmases in a year.”?An on-pack promo will give four winners the chance to see England train, enjoy a VIP day at Wembley and be in a Carlsberg ad. The competition will run on 2.6 million Carlsberg packs.
A national roadshow with a branded bus will reach 500,000 consumers, said Scott. The campaign will be backed by TV, national press, radio and viral adverts, plus a dedicated You Tube page.