Carlsberg kicks off 'pubstitutions' campaign renaming boozers for Euro 2016

Nineteen English pubs will be renamed as part of a Carlsberg campaign ahead of this summer's Euro 2016 football tournament.

The pubs will all become The Three Lions, and be given a new sign - which features Carlsberg's long-time slogan 'If Carlsberg did...' - new décor and special glassware included as part of the 'pubstitution'.

The signs include a variety of players including England captain Wayne Rooney and Leicester City's Premier League star Jamie Vardy.

Some of the pubs will be visited by former England players and managers including Terry Venables and Lee Sharpe.

The first four pubs, which will be fitted out on Monday, 16 May, are: Famous 3 Kings, Fulham; Three Bulls Heads, Newcastle; Lion & Lamb, Cambridge, and Red Lion, Northampton. The remainder will receive their makeover in the following fortnight.

Paul Morris, brand and sponsorship activation manager at Carlsberg, said: "We want to cement our status as the beer of choice for football fans and help our network of pubs deliver an incredible experience for their customers."

Comms agency Clifford French is handling the overarching concept, development, media and social, The Marketing Store is handling owned channel management and Fold7 produced the pub sign creatives.

Fold7 was also involved in the brewer's 'chocolate bar' stunt at Easter.

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