A £2m campaign to promote Carling Zest from Molson Coors is set to roll out.
Developed by VCCP Blue, the ‘Summer Bottled’ campaign will run across TV, press, outdoor and digital, with a 10 second TV spot set to premier on 4 May.
Print adverts will appear in magazines and national press, as well as supplements and outdoor adverts.
A digital campaign will also run, featuring three DJs, DJ Food, Jaguar Skills and DJ Yoda, who have been invited to ‘bottle their summer’ by producing a track that only uses their favourite summer sounds.
All three tracks will feature of the Carling Zest YouTube channel.
Annette Middleton, senior brand manager for Carling at Molson Coors, commented; “With its clear, refreshing taste and a hint of natural citrus, Carling Zest is the ideal summer drink. The tracks that DJ Food, Jaguar Skills and DJ Yoda have produced really capture the essence and spirit of the product; ‘Summer Bottled’. Our aim was for a fun, summery literal interpretation of all the great things that our British summer is about, something that they’ve captured perfectly.”
Cliff Hall, managing director of VCCP Blue, added: “We believe the ‘Summer Bottled’ campaign provides a great representation of Carling Zest’s refreshing taste and will engage our audience through a highly involving integrated idea. The way in which social media is used to connect our audience with Zest, and then provide a strong share motivation, we believe will attract interest.”
A Carling Zest app, tying in with the campaign, is scheduled for release at the end of May, featuring 32 summer sounds and matching videos, that will allow users to create their own two-minute track to share with friends.
Tracks can also be submitted for the chance to win one of three pairs of tickets to the V Festival.