- Carling’s new campaign ‘Behind Football’ looks back at the brand's more than 30-year soccer heritage
- Featuring a limited-edition retro can and partnership with sportswear label Umbro
- Programme supported by national OOH campaign with memorable moments through British football history
To mark 32 years of supporting British football, which includes becoming the Premier League’s first ever title sponsor in 1993, the League Cup (Carling Cup) in the early 2000s, and now being the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup, the beer brand will be hiding 1,000 limited-edition retro cans inside promotional packs across UK convenience stores.
Designed to take fans back to the early 00’s – a golden era of football for many, the can is a re-release of the iconic Carling branding from 2002. Alongside the retro can, Carling has also teamed up with sportswear label Umbro for a nationwide giveaway of a fleece which takes its design cues from the much-loved style of 90s and noughties fashion. The retro can will be available in-store from 6 October, giving shoppers the chance to win a fleece.
The wider campaign, which began in mid-September, sees Carling-branded billboards placed at high-footfall locations around partner stadiums including Newcastle’s St James Park, Chelsea’s Stamford Bridge, Molineux Stadium – the home of Wolverhampton Wanderers – as well as Bolton’s and Cardiff City’s home grounds.
The banners will showcase great players and memorable football moments which took place at those clubs, highlighting the affinity between the nation’s favourite sport and Carling, which was voted the beer brand most synonymous with football in a poll last year. It includes images featuring Alan Shearer, Frank Leboeuf, Don Cowie, Steve Bull, and Jussi Jääskeläinen, all which show Carling’s iconic logo displayed in the background of the shot.
“Football has been in Carling's DNA for over three decades," said Rachel Bailey, Carling Brand Controller at Molson Coors Beverage Company. "This campaign celebrates those authentic moments where Carling has been behind the action, supporting every level of the game whilst offering refreshment to fans.”
“The retro fleece collaboration with Umbro perfectly captures the football nostalgia from the beginning of the Premier League era and sporting culture Carling has championed since 1993. It gives fans the chance to own a piece of football heritage while helping retailers leverage the treasure hunt mechanic to boost sales.”
The retro can promotion will run across 10x440ml and 18x440ml Carling multipacks, with the integrated campaign expected to reach 3.5 million consumers from early October and through the Christmas period.
Winners can claim their prize by scanning a QR code on the can.