Carlsberg packs target impulse buying

Carlsberg UK's latest promotion with Talksport is focus ing on small, mid-week drinking occasions

to drive four-packs.

Carlsberg said research has shown that with more people staying in than going out,

"top-up shopping" is increasing.

The beer giant is developing a series of POS to aid in pushing the four-pack, and has also developed a

Probably the Best Night In

campaign to increase off-trade sales and awareness.

The campaign will focus on appointment-to-view TV programmes, especially mid week football matches.

Carlsberg has linked up with Talksport to run

ads and an on-air competition to win "probably the best night in", which

involves a live broadcast from the winner's home attended by two members of the England football squad.

David Scott, head of customer marketing, said: "Impulse shopping is definitely on the up."