Cannes-Do Festival Banner
Modern Marketing

Tesco, Asda and Sainsbury’s shoppers can top up on Carling through brand's own ‘Amazon Dash’ style button

By Jennifer Faull | Deputy Editor

September 5, 2016 | 3 min read

Carling has launched its own internet connected ‘Beer Button’ which can be attached to a fridge to allow drinkers to order directly when they are running low on stock, a move it hopes will boost brand loyalty and awareness in increasingly competitive online marketplaces.

Much like the Amazon Dash – which rolled out in the UK last week – drinkers attach the ‘Beer Button’ wherever they keep their stash of beer and sync it with the accompanying mobile app.

Button

Carling Button

However, unlike Amazon Dash the user doesn't have to take out a subscription (Dash users must be Prime members) and they have more control over how much they pay for the product.

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

After tapping 'Beer Button', users simply complete the order by selecting one of four major grocers in the UK (Tesco, Sainsbury’s, Asda and Morrisons).

The product is the result of a yearlong collaboration with digital product agency Hi Mum! Said Dad after internal research found that it was becoming harder to be noticed on a grocer’s website.

“The Carling Beer Button is designed to tackle the increasing problem of brand visibility online and drive both brand and retailer loyalty,” said Alpesh Mistry, customer marketing director at Carling-owner, Molson Coors.

“Although it may seem too good to be true for some Carling fans, the Carling Button is not a gimmick but is already up and running as a fully functional product. It is a scalable solution, that we see having a direct impact on how our consumers shop online and purchase Carling.”

It’s a further indication of how buying behaviours are beginning to change.

After launching in the US in 2015, Amazon has claimed to have seen a threefold increase in customer orders coming through its Dash device since June.

Modern Marketing

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +