The strapline 'Your country needs you' will run throughout the multimillion-pound campaign and on promotional packaging featuring England players.
The activity will comprise TV ads through Rainey Kelly Campbell Roalfe/Y&R, as well as outdoor ads and in-store work.
Carlsberg is an official partner of UEFA's Euro 2004 tournament.
It is also the official beer of the England team, giving it exclusive rights to the FA's Three Lions logo.
The brand will launch a competition to win tickets to England games during the tournament with the chance to present the Carlsberg-sponsored 'Man of the Match' award on the pitch in Portugal, where the event will be held from 12 June until 4 July.
Carlsberg's sales in the UK during the month-long Euro 2000 held in Holland and Belgium, of which it was also an official partner, increased by 48%.
Carlsberg's partnership with UEFA will take in Euro 2004 and Euro 2008.
Carlsberg-Tetley changed its name to Carlsberg UK last month to bring it in line with its parent Carlsberg Breweries in Denmark (Marketing, 18 March).
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