Glen’s Vodka is giving shoppers the chance to be paid like a SPFL professional footballer with the launch of a new in-store promotion.
As the Official Spirit of the SPFL, Glen’s Vodka owner, the Loch Lomond Group, has launched an on-pack promotion to give consumers access to the lifestyle of a Scottish footballer. With the opportunity to win a SPFL Premiership footballer’s monthly wage, alongside exclusive SPFL prizes, the off-trade and on-trade promotion will target Glen’s consumers in Scotland, with the limited edition bottles set to be on supermarket shelves until March 2022.
The ‘Paid Like a Pro’ label design, inspired by some of the most iconic football badges, can be found on Glen’s Original Vodka and Glen’s Platinum 70cl and 1-litre bottles, which will be available across all Scottish stockists, including Tesco, Sainsbury’s, Morrisons and Asda, as well as throughout the convenience sector.
Supported by out of home, pitch side and digital advertising worth over £900k, the bold campaign brings to life the true spirit of Scottish football – from the grassroots game to the Premiership. Sporting the tagline ‘You don’t have to play like a pro, to get paid like a pro’, the promotion gives a light-hearted nod to the range of levels within Scottish football – and the wages that goes alongside them.
Colin Matthews, CEO of Glen’s Vodka owner Loch Lomond Group, said: “Footballers often appear to live in a different world – an aspirational world – which we’re lucky to be a small part of due to our relationship with the SPFL. But the magic of the Scottish game lies in its range – from the life of the Premiership stars, to the tough but rewarding ‘play before pay’ routine of the lower leagues. Either way, all football fans would love to live the dream.
“The ‘Paid Like a Pro’ campaign recognises the breadth of the game and gives a cheeky nod to the vast difference between the pay packet from top league clubs and the smallest clubs in the most remote areas of Scotland, rewarding consumers with a taste of the footballer lifestyle with cash prizes at either end of the scale. The game of chance will have people calling into shops throughout the season.”
Consumers will be able to scan the unique QR code from each bottle to access the Glen’s Paid Like a Pro microsite, where they’ll be invited to ‘take a chance’ in a series of spot the ball challenges. Between instant wins and big prize draws, over 250 prizes are expected to be won throughout the two-month promotion.