Carling, owned by Molson Coors, has confirmed that it has made contact with agencies as it seeks to review its main advertising account.
The pitch process will be run through ISBA, with Carling stating a budget of £2 million. However reports have surfaced that the account could be worth as much as £10 million.
Carling has been with current ad agency VCCP Blue for just over a year, replacing Beattie McGuinness Bungay in June 2011.
Speaking to The Drum, Jeremy Gibson, Carling brand director at Molson Coors, gave a statement on the review: “Over the last two years, we’ve successfully established a new positioning for Carling - Brilliantly British, Brilliantly Refreshing. Spontaneous awareness has grown and Carling remains the UK’s best selling beer, a position it’s held for over three decades.
“We’re now looking for that next strong brand idea that will build on the current campaign, delivering growth on the core brand and supporting future innovations. The advertising account for Coors Light, now the fastest growing beer in the UK off trade, is unaffected and remains with VCCP.”