Carling will today launch its new advertising campaign, part of a £7.3m brand investment by Molson Coors at rebuilding the image of the brand.
The advert features the brand’s new tagling ‘Brilliantly Refreshing’, created by VCCP Blue, and directed by Walter Stern, who has also directed music videos for Massive Attack, The Verve and The Prodigy.
Chris McDonough, marketing director at Molson Coors (UK & Ireland) said: “The advert brilliantly encapsulates where we want to take Carling. Whilst Carling remains Britain’s best selling beer, we know we can’t afford to stand still in a changing and challenging market. This ad, and the entire strategic repositioning of Carling, aims to bring the brand back to being a confident and proud category leader.”
Cliff Hall, managing director at VCCP blue explains the inspiration behind the advert: “Our starting point was Carling’s status as an iconic British drink. It is proud and aspirational, speaking with inclusiveness and accessibility. We’re thrilled with the finished product and feel that it captures the essence of the brand perfectly.”
The campaign will be supported by a full length single version of the song featured in the advert by Alice Gold, available for download through iTunes, while a dedicated music PR campaign will also promote both the tracks and Gold’s involvement, alongside additional video material, social media activity, media interviews and a showcase performance.
The campaign will begin to run on TV today, with cinema advertising breaking in October.
Zenith Optimedia was media planner and buyer for the campaign.