Advertising

Carling expands relationship with HSE Cake

By John McCarthy | Media editor

HSE Cake

|

carling article

July 21, 2016 | 3 min read

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.

Carling
Carling

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.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
Carling

Carling

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.

Advertising

Content created with:

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +