OOH campaign from Carling ties in with semi-finals and final
LAGER brand Carling has launched a major new campaign in Scotland to coincide with the Scottish Professional Football League (SPFL) Premier Sports Cup semi-finals and final.
The campaign aims to capture the celebratory moments that fans of the beautiful game share over a pint, with headlines including “The beautiful game deserves a beautiful pint” and “Brilliantly refreshing, home or away”.
Parent firm Molson Coors says the new marketing highlights Carling’s role in bringing friends together over football – whether it be at home, at the pub or carrying on the celebrations long past the final whistle.
The ads will appear across Glasgow city centre on Premier Sports Cup semi-finals and final matchdays.
Further to this, Carling has also kicked off a sponsorship of the Open Goal podcast, that combines Scottish football banter with analysis, through 60-second host reads on the show and 30-second placements across the wider Acast network.
Running from now until 28 December, the nine-week campaign covering OOH advertising and podcast sponsorship is expected to deliver over 1million impressions to an adult audience across Scotland.
Ryan McLaughlin, brand director for Carling, said: “This campaign is all about celebrating the pride and passion that make Scottish football what it is. From the moments fans share over a pint to the conversations that bring mates together, we wanted it to feel authentic to supporters – rooted in their pride, and the joy that comes with every matchday.
“We’re proud to support the beautiful game at every level, here in Scotland and across the UK. That means backing local clubs through our Grassroots Goals initiative with Umbro, and helping fans get closer to the country’s biggest competitions through our partnerships with the Scottish Professional Football League, the Emirates FA Cup and the Adobe Women’s FA Cup.”
