Carlsberg S'pore launches summer football blitz

Carlsberg has rolled out a S$2 million (US$1.25 million) 'Football Experience' campaign in Singapore, tying the drive to the brand's new global TVC which features five international football stars who play for English Premier League side, Liverpool. <BR><BR> The global campaign includes a competition in which football fans can win three different football experiences, in Germany (World Cup), England (FA Cup) and Brazil. In Singapore, Carlsberg has extended the offer to include a competition with prizes including the UEFA Super Cup final in France, the Carlsberg Cup in Hong Kong, and the UEFA Cup final in 2007. <BR><BR> "We wanted to offer our Singaporean fans something more than the Germany, England and Brazil experiences which they will definitely remember and treasure, hence we created a whole new draw and set of football experiences that are unique to Singapore," said Hans Hallan, general manager, Carlsberg Singapore in a statement. <BR><BR> The TV-led drive is being supported by radio, print and POS.