Carlsberg “Find a Can” UEFA Nations League Promotion
PromoVeritas’ Role
PromoVeritas was appointed by Carlsberg Marston’s Brewing Company to independently supervise the fair and random distribution of ten Golden Can winning packs as part of its national “Find a Can” promotion.
Because the winning packs needed to enter the retail supply chain without compromising the fairness or integrity of the promotion, independent oversight was essential.
PromoVeritas’ role included:
- Supervising the fair and random distribution of the ten Golden Can packs
- Providing independent oversight of the prize-award process
- Supporting the integrity of the promotion
- Helping ensure the campaign operated in line with UK promotional marketing requirements
The Campaign
The “Find a Can” promotion gave football fans the opportunity to win an international trip to attend a UEFA Nations League Finals match in 2027.
Running across major UK grocery and convenience retailers, the campaign invited consumers to purchase promotional packs of Carlsberg Danish Pilsner, scan the on-pack QR code and enter through a dedicated microsite.
Three Ways to Win
The promotion used three prize mechanics.
Golden Can Prizes
Ten Golden Cans were placed inside promotional packs.
Consumers who found one could claim a two-night overseas trip for themselves and a guest to attend a UEFA Nations League Finals match in 2027. The prize included flights, accommodation and match hospitality.
Instant-Win Prizes
Consumers could also enter for the chance to win one of 155 prizes through a pre-determined winning-moments mechanic.
Prizes included premium home entertainment packages and Carlsberg products.
Late-Entry Prize Draw
After the instant-win period closed, eligible late entries were included in a separate prize draw for selected Carlsberg product prizes.
Independent Oversight for a National Promotion
The campaign combined the excitement of discovering a rare winning pack with instant-win prizes and a late-entry prize draw.
By independently supervising the distribution of the Golden Cans, PromoVeritas helped Carlsberg deliver a national promotion supported by fair processes, robust controls and independent promotional governance.
