The campaign includes plans to hide 1,000 limited-edition retro cans inside promotional packs of Carling sold in UK supermarkets and convenience stores.
The can is a re-release of the Carling branding from 2002, with the promotion set to run across 10x440ml and 18x440ml Carling multipacks.
Carling has also teamed up with sportswear label Umbro for a nationwide giveaway of fleeces inspired by the style of the 90s and noughties. The retro cans will be available in stores from 6 October, with customers able to scan the QR code on the pack in order to see if they have won a fleece.
The wider campaign, which began in mid-September, has seen Carling-branded billboards placed around partner stadiums including Newcastle United’s St James Park, Chelsea’s Stamford Bridge and Wolverhampton Wanderers’ Molineux Stadium.
The banners showcase iconic players and memorable football moments which took place at those clubs, with images featuring Alan Shearer and Frank Leboeuf among others.
The promotion marks 32 years of supporting British football, which includes Carling becoming the Premier League’s first ever title sponsor in 1993 and then title sponsor of the League Cup (Carling Cup) in the early 2000s. The brand is now the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup.
Rachel Bailey, Carling brand controller at Molson Coors Beverage Company, said: “Football has been in Carling’s DNA for over three decades. 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.”
