Energy drink Carabao has launched a new on-pack offer giving UK and Irish consumers the chance to win a share of a total £1m cash prize fund, the brand’s biggest-ever giveaway. The top prize has been set at £50,000.

The campaign launches July 1st 2018 and will run for three months, offering consumers an opportunity to win every 60 seconds.

Carabao, which is a major football sponsor, plans to support the promotion with a £1m+ TV ad campaign that will run throughout August and September on ITV, Sky and Channel 5. There will also be on-demand ads, press ads, big screens at football stadiums and pitch-side LEDs.

To enter, consumers have to be over 18. They need to buy a promotional can, go to www.CarabaoCash.com and enter the unique code found under the ring-pull. They will find out instantly if they have won a prize.

The launch of the new prize draw comes hot on the heels of Carabao’s latest major campaign; last month’s We Are Female Fans initiative – which aimed to change negative female football fan stereotypes – as well as a stunt involving offering a helicopter service to help Southern Rail commuters get to work on time despite the timetable changes.

Carabao says its on-going investment in initiatives of this type – appealing to a mass market, inclusive adult audience – is part of outs strategy to differentiate itself from other energy drinks and drive further growth in the energy drinks category as a whole.

John Luck, Chief Marketing Officer at Carabao UK, says: “Giving away £1M is a pretty crazy thing to do, but Carabao is a drink for people leading increasingly busy and bonkers lives, so it feels entirely appropriate.”

Carabao’s energy drinks range is exclusively low or no sugar, with the promotion available in all available flavours.

Carabao was invented in Thailand by a rock star called Aed Carabao, who named himself and his band after the carabao, a local breed of buffalo. It claims to be the only energy drink brand in the UK to offer exclusively low-sugar or sugar-free product formats.

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Energy drink Carabao has launched an on-pack promotion to celebrate its three-year deal with the English Football League, which sees the Thai brand getting naming rights on the EFL Cup, now known as the Carabao Cup.

The company’s colours will adorn the ribbons of the trophy and the match ball as well as Carabao branding featuring in stadia at every match – including at Wembley on ‘Carabao Cup’ final day.

The on-pack promotion offers consumers the chance to win tickets to matches, including the Carabao Cup Final on February 25th 2018, as well as mini footballs and instant cash every 90 minutes.

To enter, consumers must find a code on the ring pull of 330ml promotional cans and enter it on the Carabao competition website.

John Luck, chief marketing officer at brand owner Intercarabao, says: “Our partnership with the EFL is central to supporting the continued growth of the Carabao Energy Drink brand in the UK and internationally.”

Shaun Harvey, EFL Chief Executive, adds: “This is a significant agreement for both parties and I’m delighted to welcome Carabao on board as an official title sponsor of the EFL Cup.”

The promotion runs until February 25th 2018. There are a total of 1,280 pairs of tickets to Carabao Cup 2017/18 games, 800 £10 (or euro equivalent) cash amounts and 2,392 Carabao branded mini footballs. Prizes will be allocated using a ‘winning moments’ system.

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