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.”