Brands plan Euro 2008 drives

by James Quilter, Promotions & Incentives 02-Jan-08, 11:00

LONDON - A number of brands are planning to ignore England's exit from Euro 2008 and devising marketing activity around the summer tournament.

Tournament sponsors Coca-Cola and Carlsberg both plan UK activity. Mars, which launched its "Believe" campaign during last year's World Cup, has also confirmed it is going ahead with a campaign.

England's involvement in the World Cup or European Cup has traditionally heralded various football-themed promotions.

While many have come from team or tournament sponsors, brands such as Mars have created guerrilla marketing around the tournaments.

During the 2006 World Cup, campaigns included Reebok offering money back on its trainers if England won the tournament. Gillette offered free tickets and DVDs with its Mach 3 razors, and Cereal Partners also offered tickets plus 5,000 free footballs.

Coca-Cola, Carlsberg and Mars would not comment on the nature of the campaigns in the run-up to the June tournament.

Rafael McDonnell, managing director of Red Entertainment and a former Coca-Cola marketer, warned there was a danger of alienating England fans with a promotion around a tournament it is not in.

England's lead sponsor Nationwide does not plan any marketing around Euro 2008.