Lager brand's ads target 'big five' spring events

21 February, 2011

Carlsberg is offering cash prizes for the best merchandised independent stores as part of a marketing drive around what it calls “the big five” national events of the spring.

The lager brand is targeting its marketing efforts on a period that includes Easter, the Royal Wedding, the FA Cup Final and the two May Bank holidays.

The campaign will include press advertising, digital activity and a radio campaign, starting from April 21.

A £500 cash prize will be offered in each sales region to the independent with the best Carlsberg-merchandised display based around the big five idea.

“The timing of the Royal Wedding means retailers have five massive sales opportunities in a five-week trading period," said Darran Britton, marketing and strategy director at Carlsberg UK.

“We believe this is the biggest trading opportunity in 2011 and that is why we are investing significantly behind it with the Carlsberg brand.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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