Havas SE Cake to spearhead American Beauty-themed 'shirt swap' campaign for Carling

Havas SE Cake is gearing up to promote the first in a series of PR campaigns for Carling as it aims to expand the brand's sporting credentials.

Jimmy Bullard: Helping Carling promote its Shirt Amnesty campaign
Jimmy Bullard: Helping Carling promote its Shirt Amnesty campaign

The ‘Shirt Amnesty’ will begin on 1 July and run until the end of the football transfer window, as the agency looks to capitalise on the annual summer drama.

When a Carling van arrives at a club, football supporters will be able to swap a shirt with the name of a recently sold player on the back for a new one.

To promote the campaign, the agency drafted in former Premier League and England footballer Jimmy Bullard to recreate the iconic image from American Beauty.

The idea has already secured coverage in the national press, including in the Daily Mirror, and football fans are encouraged to follow @Carling on Twitter to find out when the van will be heading to a city near them. 

A spokesperson for Havas SE Cake told PRWeek that Carling had a longstanding heritage in football and wanted to use the upcoming transfer window as a chance to expand its reach.

"Following our work with Carling in music over the past 15 years, we've launched a campaign targeting football fans in the off-season with the Carling Shirt Amnesty to ignite passion among fans and get them excited and ready for the new season during the summer transfer window," the spokesperson said.

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