Carling has brought the managers of Celtic and Rangers football teams together in a new radio ad campaign to encourage sensible drinking.
The ads, launching this week, will be aired across Scotland and build on the brand's previous efforts to encourage responsible consumption. Simon Davies, marketing director of Coors, said: 'The radio ads continue the campaign we started with similar TV adverts in 2003, featuring Alex McLeish and Martin O'Neill. Our consumer research showed that they hit home and we hope for similar results this time.'
In the new ads, Celtic boss Gordon Strachan advises drinkers to enjoy themselves and 'stick to a game plan'. He says: 'Have a night you'll never forget - instead of one you can't remember.'
Rangers manager McLeish also offers the advice: 'Stay in control and don't have too much to drink. That way, you'll be right on top of your game.'
Jack Law, chief executive of Alcohol Focus Scotland, said: 'The two football managers have a high profile in Scotland and lending their voices to this campaign will hopefully persuade people to take a look at their drinking behaviour and realise it's better to stay in control on a night out than lose it.'
Meanwhile, Coors has extended its sponsorship of the Carling Cup until 2009.
Martin Coyle, head of sponsorship at Coors, said: 'Respect for the Carling Cup has gone from strength to strength over the past couple of seasons: fans love it and clubs relish the chance of the first major piece of silverware of the season and the associated ticket into European competition.'