Capello fronts Carlsberg’s Cup line-up
England football manager Fabio Capello is to appear on take-home packs for Carlsberg and Carlsberg Export in the run-up to this summer’s World Cup.
He joins a line-up that includes captain Rio Ferdinand, Steven Gerrard, David James and Jermain Defoe.
As the official beer of the England team, Carlsberg will be the only grocery brand featuring Capello’s image as part of its World Cup promotions.
The packs will replace the competition packs that formed the first stage in the brands’ pre-World Cup campaign.
The brewer said more than 1,000 people had posted internet video entries to the competition to produce the “best team talk in the world”, for the chance to win a trip to Wembley to deliver their pep talk to members of the England squad.
TV advertising featuring “a number of English sporting legends” is scheduled to appear in the coming weeks.
Carlsberg is also advertising its Tuborg brand on posters, phone boxes and bus shelters for four weeks from April 26.