As the official football team beer of England Calsberg is starting the last step of its marketing project dedicated EURO-2012. The brewing company will introduce its new designed beer package of limited edition. The package will picture national footballers of England Ashley Young, Joe Hart, Leighton Baines and Darren Bent and English flag.
It is said that the price of the package will be 10% less in special Sports stores. Any person willing to buy this package will be able to do that during the whole period of the Championship from May till July.
The high point of the advertising campaign of European Championship football tournament is planned on the May 2012. Calsberg is planning to release its new TV advertisement specially created for EURO-2012.
Calsberg marketing project started back in October 2011 with its changes of Facebook page and adding football-relating photos, posts and news. And since January 2012 the brewing company has been organizing football tournament viewing in pubs of UK in order to raise the sales in the off-trade.
Another challenge of Calsberg’s branding was the change of its logo. A new slogan ‘That Calls for a Carlsberg’ was also created back in 2011.
The marketing director of Calsberg in UK David Scott stated that around 70% of beer is bought in during the threshold of large tournaments, and such tournaments created huge spikes in beer selling. So the traders should start their promoting campaigns beforehand.
The specially featured beer package precedes English national football team as the tournament will start only on June, 8.
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