Carlsberg, the Official Beer of UEFA EURO 2016 and the England team, has created limited edition packaging for its Carlsberg and Carlsberg Export beers.

The packs feature official UEFA EURO 2016 branding intended to create on-shelf stand-out and reinforce the brand’s status as the official beer of the tournament.

Carlsberg packs feature a mix of the brand’s classic green with shards of the tournament’s official colour scheme of red, blue and white.

Images of stadiums, supporters and footballs also feature, alongside the word “Probably”, serving as a link to the brand’s “If Carlsberg Did…” campaign.

Carlsberg Export features a gold and silver design, showcasing a football boot crafted with studs replaced by French landmarks, including the Eiffel Tower and Arc de Triomphe.

Carlsberg is also creating thousands of UEFA EURO 2016 branded retail display units, POS kits including fixture lists, and field sales support teams making retailer visits from March to July.

An on-pack offer will also be exclusively available to the impulse channel. The promotion invites shoppers to enter a Carlsberg’s Man of the Match competition for a chance to win an all-expenses paid trip to Paris and the opportunity to present the Carlsberg ‘Man of the Match’ trophy at an England group game.

The limited edition packs form part of an integrated communications campaign headlined If Carlsberg did substitutions, encompassing trade activation, broadcast activity, stunts and consumer giveaways to enable retailers to unlock the tournament’s potential.

If Carlsberg did Substitutions has been designed to generate excitement across the off-trade through consumer competitions and stunts, which will be revealed in the coming months. The campaign will execute in stages to maximise consumer engagement with the brand in the run-up to and throughout UEFA EURO 2016.

The integrated campaign will be supported by investment in a four-week outdoor promotion with 1,500 panels across the UK, reaching 72% of all UK adults. The panels’ messages will encourage fans to put their rivalries aside and substitute support for their club with support for their country. In addition, TV idents will be shown during matches broadcast on ITV including the tournament’s semi-finals and final while perimeter LED advertising boards will highlight the brand at every match.

David Scott, marketing director at Carlsberg UK, commented: “Major tournaments provide a huge opportunity for retailers. Many people plan ahead to watch the matches at home, often making it a social occasion with friends, so they’re going to stock up with food and drink for the matches.

“As Official Beer of UEFA EURO 2016, we have a unique opportunity to utilise the tournament’s official branding on our limited edition packaging which will really stand out on-shelf, making Carlsberg the obvious choice for anyone looking for a beer to drink while watching the matches at home.

“This year is particularly important for the off-trade as the home nations England, Wales and Northern Ireland have all qualified, so there are more matches for retailers to capitalise on the opportunity.”

The tournament, which takes place from 10th June to 10th July, will see 51 matches played with each expected to attract an estimated 150 million live spectators.