Molson Coors is giving away two million “Brilliantly British” prizes in total, meaning drinkers have a one-in-four chance of winning.
Off-trade shoppers buying four or eight packs of the nation’s bestselling lager can check if they have won by entering a unique reference number found on Carling Brilliantly British promotional packs at www.carling.com/brilliantlybritish.
The promotion is supported by outdoor advertising that should ensure 92% of adults see it on average 19 times.
Further mobile advertising and material in more than 1,850 stores nationwide will also help push the packs.
The Brilliantly British prizes up for grabs include Land Rover Defenders, Triumph Bonneville 2013 motorcycles, Kilgour suits, designer jackets and handbags.
There are also 1,000 pairs of tickets to a Plan B gig, which will be exclusive to Carling prizewinners.
Jeremy Gibson, brand director for Carling at Molson Coors UK, 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.”
As well as the national promotion to win Brilliantly British prizes there is also an opportunity to win additional prizes at specific retailers.
Morrisons shoppers could win a Mini Cooper S. In the impulse channel, Nisa shoppers could win a year’s grocery shopping from Nisa Retail, one of five available, and there will be further dedicated prize pools for Costcutter and Spar shoppers.
The promotion starts immediately and ends at midnight on August 31, 2013.