Carlsberg backs FA Cup sponsorship with on-pack drive

by Staff, Marketing, Wednesday, 14 December 2005, 8:10am,

LONDON - Carlsberg is to back its sponsorship of the Football Association with limited-edition packaging ahead of next year's FA Cup.

The beer brand's multi-can packs, which will carry an image of the trophy, will promote a competition to win VIP tickets to the FA Cup final in May.

The packaging, created by Billington Cartmell, will be supported by point-of-sale activity using the line "The official beer of the FA Cup".

Carlsberg worked with Billington Cartmell to create special packaging for its Euro 2004 campaign, using the strapline "Your country needs you".

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This article was first published on Marketing

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