Carlsberg Canada will be pouring on the promotions in 2012, and to assist in its efforts the beer brand has named Toronto-based PR agency Strategic Objectives as its agency of record for its Carlsberg, Kronenbourg, Kronenbourg Blanca and Somersby Cider labels.
Strategic Objectives worked with Carlsberg Canada on the launch of its Belgian Abbey beer, Grimbergen Dubbel Draught, last October, which led to the AOR assignment.
“After witnessing the creativity and sales success Strategic Objectives brought to the launch of Grimbergen last year, we knew the firm was the perfect choice for the many PR, social media and consumer engagement programs Carlsberg Canada has on tap moving forward,” says Nick Relph, Carlsberg Canada’s director of marketing, in a release.
Topping the menu of Carlsberg’s promotions this year will be a contest to win a trip to the finals of the EURO 2012 soccer tournament, taking place July 1 in Kiev, Ukraine. The Danish beer company is a global sponsor of the international soccer spectacle. The contest will be promoted through social media, media relations and experiential events.
The year will also include media relations and cultural influencer programs in support of Carlsberg’s Kronenbourg and Kronenbourg Blanc brands. In Ontario, there will also be media relations and event programming around the Spring arrival of Somersby Cider at the LCBO (Ontario’s liquor retailer).
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