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Carling expands relationship with HSE Cake

Carling has inked in an expansion to its partnership with HSE Cake, with the agency now responsible for partnership strategy and activation, experiential, PR and social media in the UK and globally.


In a decade-long partnership, HSE Cake has built on the previous creative, including the Cold Beer Amnesty to London's first ever 24-hour live music event, to most recently inking a three-year partnership with the Premier League running from June 2016 as Official Beer of the Premier League.

Jim Shearer, Carling brand director for Carling said: “HSE Cake helped us become the brand most associated with music amongst men aged 18-24 by creating unforgettable experiences. Now, HSE Cake’s skills, experiences and passion will be at the heart of our team as we work with our unrivalled network of pubs and retailers, to use our unique access to the Premier League, alongside our existing partnerships with Sky and UMG, to give Carling drinkers more reasons to get together and keep the stories going long after the final whistle has blown.”

Adrian Pettett, chief executive for HSE Cake added: “Having been a proud part of the Molson Coors family for 15 years, we’re honoured to become Carling’s lead partnership agency. We’ve enjoyed countless award-winning campaigns together with Carling by focusing on entertaining people, and are now looking forward to helping them take the brand onto another level through their world-class football and music partnerships.”

HSE will also manage the beer brand’s relationship with Universal Music Group as a continuation of its music-based rewards scheme.