The campaign aims to introduce excitement among consumers by concealing 1,000 limited-edition retro cans within promotional packs of Carling, available in supermarkets and convenience stores across the UK.
These cans feature a nostalgic re-release of the Carling branding from 2002 and are part of multipacks offered in 10x440ml and 18x440ml formats.
In an exciting collaboration, Carling has partnered with sportswear brand Umbro to launch a nationwide giveaway of retro fleeces inspired by 90s and noughties fashion. Starting from 6 October, customers can check for fleece wins by scanning the QR code on the packs.
This broader promotional campaign, which kicked off in mid-September, features Carling-branded billboards strategically placed around partner stadiums such as Newcastle United’s St James Park, Chelsea’s Stamford Bridge, and Wolverhampton Wanderers’ Molineux Stadium.
These banners celebrate iconic players and unforgettable football moments, showcasing images of legends like Alan Shearer and Frank Leboeuf, among others.
This initiative also commemorates 32 years of Carling’s support for British football, marking its legacy as the Premier League’s first title sponsor in 1993 and later as the title sponsor of the League Cup (Carling Cup) in the early 2000s. Today, Carling proudly stands as the official beer partner of the Emirates FA Cup and the Adobe Women’s FA Cup.
Rachel Bailey, Carling brand controller at Molson Coors Beverage Company, stated: “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.”