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By The Drum Team | Editorial

April 27, 2012 | 1 min read

Carling has launched a second ad with VCCP Blue as part of its £14m investment by Molson Coors, with the company expecting that 98% of all 18-34 year olds will have 12 opportunities to see the advertising during the year.

The ad uses the tagline “Brilliantly British, Brilliantly Refreshing”, and forms part of a multimedia campaign that will air on TV, video on demand and cinema. It is also being supported by new glassware from April and a new font from June.

Jeremy Gibson, Carling brand director, said: “Carling is one of the most loved British brands, and this campaign supports its new more stylish and sophisticated visual identity. We’ve increased the marketing spend on Carling by 70% compared to last year to reflect the importance we place on communicating the new brand position to lager drinkers.”

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