Carlsberg - probably the best embossed football can in the world!

01 May 2004

UEFA's EURO 2004 TM is fast approaching, and once again Carlsberg is proud to be a major sponsor of the tournament. As such, the brewer will be launching a dynamic marketing campaign centred around a special edition 'embossed' can to celebrate the event. The European Championship is one of the biggest and best football tournaments in the world, bringing millions of fans together who all have something in common: a passion for the beautiful game and a thirst for fun and excitement. Fittingly, Carlsberg has been the official sponsor of the EURO tournament since 1988. It was in the run-up to EURO 2000 TM that the brand initially and very successfully introduced the use of embossed cans as part of its package mix. The 2004 embossed football can, will be made at the Rexam Beverage Can plant in Fosie, Sweden, and will incorporate Carlsberg branding and special football graphics with a premium embossed design. The embossing provides a combination of visual and tactile effects by creating structure to specific areas of the can. The premium decorative technique increases the products' shelf appeal and adds an extra dimension to the consumer perception of the premium Carlsberg brand. As part of the continual rejuvenation program of the brand, Carlsberg's primary packaging has been improved through design revamps over recent years, implementing changes based on consumer research results to suit consumer preferences throughout various markets. With the standard packaging now upgraded, Carlsberg sees opportunities to develop a more premium packaging range in order to better compete with leading international premium beers and adjacent categories, with an overall aim of increasing distribution in off-trade channels and making the brand more attractive amongst consumers. In that respect, embossed cans are seen to add an extra dimension to the consumer perception of the brand - branding not being limited to shelf impact and beer credentials. Carlsberg views the experience of its brand as multi-faceted, from the initial encounter with above-the-line communication, to the moment of purchase - and beyond. "Our aim is to provide consumers with a tactile and enlightening experience," explains Per Holmen Brand Identity Manager at Carlsberg. "This starts from the moment the consumer sees the Carlsberg logo and recognises the brand, and continues right through to the moment they feel the packaging in their hands and ultimately taste and enjoy the drink." Tomas Westergren, Nordic Sales Director for Rexam Beverage Can Europe, is also pleased with the finished effect of the can: "We are delighted with the Carlsberg embossed can as we feel it perfectly supports the premium image of the Carlsberg brand and ensures that the product really stands out on the shelf. The raised football design clearly links the brand to this very important football tournament." The special edition cans, will be sold in many countries across Europe and even in some areas further afield including Malaysia, Cyprus, Singapore and Hong Kong. In addition to its packaging, Carlsberg will be carrying out a wide variety of promotions in the build-up to and during EURO 2004 - all of which will communicate to and through the fans. The overall concept is based on the superstitions and the quirky things most of us do in connection with supporting our team - those little things that just might make all the difference - with the theme: 'Carlsberg probably the best ritual in the world' and 'Carlsberg and EURO 2004 - don't miss it!