Carlsberg offers football specials

<P>SINGAPORE: Carlsberg has rolled out its first global TVC, featuring five players from Carlsberg-sponsored English Premier League (EPL) team Liverpool, including captain Steven Gerrard. </P> <P><BR>The TVC supports a S$2 million (US$1.3 million) initiative this summer, the 'Football experience' campaign. </P> <P><BR>The 'Expect company' spot was created by Saatchi & Saatchi offices in London and Warsaw and is the first global TVC to feature Carlsberg's sponsored players. </P> <P><BR>Following the TVC launch, Carlsberg will host a lucky draw as part of its 'Football experience' campaign. The winner will receive tickets to the World Cup in Germany, the FA Cup in England and a match played in Brazil. In Singapore, Carlsberg has added another lucky draw, comprising three packages to the UEFA Super Cup in France, the Carlsberg Cup in Hong Kong, and the UEFA Cup Final in 2007. </P> <P><BR>According to Hans Hallan, GM, Carlsberg Singapore, Singapore is the only Carlsberg market, out of 140, to offer the additional three football experiences. "Sport has always been an integral part of the Carlsberg brand and its connection to consumers, and this transcends from the global to regional levels, and ultimately, to local markets," he said.</P> <P><BR>The 'Football experience' campaign dovetails with a recent blitz of football-related initiatives, especially among heavyweight advertisers Coca-Cola, Pepsi and the World Cup's official beer sponsor, Anheuser-Busch. </P> <P><BR>However, Hallan said the Carlsberg campaign stands out from the rest: "We've been associated with football sponsorship since the '70s, so Carlsberg has been 'Part of the game' for over three decades. Our latest campaign offers consumers the chance to win once-in-a-lifetime football experiences. Not only do they cover renowned football tournaments, but destinations in Europe, South America and Asia. "</P> <P><BR>In Singapore, the TVC is supported by radio, print, outdoor and POS executions. </P>