Carlsberg goes big with its marketing initiatives as World Cup fever descends

Carlsberg's new "Probably The Best Football Beer" campaign offers beer lovers and football fans a chance to collect limited-edition merchandise of their favourite country - England, France, Germany, Brazil, Spain and Portugal.

The two-month long promotion which will run until 15 July 2018, features merchandise such as jerseys, invertible umbrellas, jersey-shaped bottle cooler and can cooler sleeves. These will be up for grabs at selected bars, pubs, coffee shops and food courts. Additionally, Carlsberg will be organising 3,000 parties in Malaysia, including East Malaysia, which will feature games such as beer pong and a football trivia challenge.

Managing director Lars Lehmann said the company believes that the campaign is a way to unite football fans. As Malaysia is a hotbed for football fandom, Carlsberg wants to reward consumers with exciting promotions and exclusive merchandise as they gear up for the World Cup.

Meanwhile, the campaign has an online game component, where football fans can put their football knowledge to good use and predict the scores. The winner will receive an all-expense paid trip for two to watch a Liverpool FC match live in the UK. Bonus prizes also include an LED TV from Hisense and a smartphone from Vivo.

[gallery link="file" ids="224628,224629,224630,224631,224632,224633,224634,224635"]

To further raise awareness of the campaign, Carlsberg is also launching "Buy and Win" roadshows at selected hypermarts, as well as "Swipe and Win" contest for consumers to win football merchandise and score exclusive party passes.