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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PepsiCo brands are coming together this summer to encourage shoppers to host their own big night in with its range of snacks and beverages and get behind their favourite football team. The ‘Power of One’ campaign features an on-pack promotion offering prizes across selected formats of Walkers Tear ‘n’ Share, Walkers Stax, Doritos and Pepsi Max.

PepsiCo is not an official partner of the FIFA World Cup 2018, being held in Russia this summer – arch rival Coca-Cola has partnership rights. Like many other companies, however, PepsiCo is looking to tap in to the football fever likely to take hold across the UK shortly, without infringing on any rights held by FIFA or Coca-Cola.

In the ‘Power of One’ promotion, for the chance to win prizes, shoppers need to purchase any two items from the range, register online at one of the respective brands’ dedicated websites (walkers.co.uk/perfectmatch, doritos.co.uk/perfectmatch or pepsi.co.uk/perfectmatch) and enter the codes found on-pack. Consumers can then spin the carousel to see if they can score the Perfect Match (3 matching icons) and win a prize to enjoy in front of the next game. There is a No Purchase Necessary route for consumers in Northern Ireland.

The prize pool includes 49″ LG Smart 4K Ultra HD LED TV, Walkers Snack Bowl & Pepsi Max Glasses bundles, coupons for a free pack of Walkers or Doritos or coupons for a free bottle of Pepsi Max.

Andy Hawkswell, Walkers Marketing Manager, says, “With over 80,000 prizes up for grabs, we are excited to be launching our biggest ever Power of One promotion to really help the nation get together and cheer on their favourite team. We have recruited Lionel Messi, Dele Alli and Gary Lineker who will be appearing on packs to maximise awareness and capture the nation’s love of the beautiful game.”

Global drinks and snacks company PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. 22 of its brands generate more than $1 billion each in estimated annual retail sales.

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