We had to promote at least 2 things simultaneously: 

1 that your favourite lager Carling is also available in tin can

2 that Carling is a sponsor of English football league championship - Carling Cup. 

Motto: Don't miss the can! 

By the way, in Ukrainian football slang "to miss/kick the can" means "to miss/kick the ball into the goal".

Here in Ukraine where in anticipation of EURO 2012 everybody's talking about football in their communications we hope we could make it in non-trivial way.