The lager brand has revamped its packaging for the 'If Carlsberg ...' promotion, with limited-edition packs showing an idyllic summer scene to illustrate the line 'If Carlsberg did British summers'.
The first phase of the promotion offers consumers the chance to win £150,000, while the second, using the tagline 'If Carlsberg did takeaways', has trips to Hong Kong up for grabs.
The nationwide campaign, which breaks at the end of this month, will be supported by point-of-sale material in multiples and independent retailers and across the off-trade.
The promotion, part of a £20m investment in the brand this year, has been developed by marketing agency Billington Cartmell.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
