Carling plans £7 million relaunch
Molson Coors, owner of the Carling brand, has announced a £7.3million relaunch of the pint brand.
The rebrand will include new packaging of an aluminium bottle, with advertising to start in September.
As part of the overhaul a sub-brand called Carling Chrome will be created, which will have a less bitter taste than the original brand. This brand will be marketed towards women.
VCCP Blue, the brand’s creative agency, will work with Molson Coors to create awareness for the new product.
Mark Hunter, chief executive of Molson Coors, told Marketing Week: “Consumers have become disengaged by the beer category as they perceive it as dull and lacking excitement. The industry is under great strain, but if beer can meet consumers’ needs and become more relevant it will help stimulate growth again.”