Carlsberg to let England fans 'substitute' their work shirt for 1966 strip in Euro 2016 campaign

Carlsberg is to let London commuters 'substitute' their work shirt for a replica 1966 England shirt using a giant vending machine ahead of the start of Euro 2016.

It forms part of the brand’s 'If Carlsberg Did Substitutions' campaign, which aims to substitute ordinary experiences for the extraordinary for England fans.

The giant vending machine will be housed at Sheldon Square on Thursday 2 June. More than 300 shirts will be given away on the day, Carlsberg said. The use of shirts from 1966 is a nod to the 50th anniversary of England’s World Cup victory.

The campaign has been launched with agencies Clifford French, Fold 7, TMS and OMD

Carlsberg has previously announced plans to rename 19 English pubs ahead of Euro 2016 as part of the 'pubstitution' campaign.

England’s first game of the tournament is against Russia on 11 June.

Would you like to post a comment?

Please Sign in or register.