Carling, the UK’s best selling lager for over three decades1 , is launching a new ad, hitting TV screens today. The 60 second spot is part of a £7.3 million investment into the brand by Molson Coors (UK & Ireland) aimed at reigniting the lager’s image and turning Carling into a two billion pint brand.
The advert follows one man’s brilliantly British journey to find the ultimate refreshment in a pint of Carling. Set to Wondrous Place by up-and-coming British artist Alice Gold, the spot supports the brand’s new, more sophisticated visual identity. Alice, described as ‘one to watch’ by The Guardian, is a singer-songwriter from London signed to Fiction Records, home of Snow Patrol, Athlete and Elbow, and is widely tipped for mainstream success in the next few months.
Chris McDonough, Marketing Director at Molson Coors (UK & Ireland) said “The advert brilliantly encapsulates where we want to take Carling. Whilst Carling remains Britain’s best selling beer, we know we can’t afford to stand still in a changing and challenging market. This ad, and the entire strategic repositioning of Carling, aims to bring the brand back to being a confident and proud category leader.”
The advert plays on the lager’s new tagline, Brilliantly Refreshing, and has been created by VCCP Blue and directed by award-winning music video director Walter Stern. Stern is the creative mind behind iconic music videos of the nineties, for bands including Massive Attack, The Verve and Prodigy.
Cliff Hall, Managing Director at VCCP blue explains the inspiration behind the new advert: “Our starting point was Carling’s status as an iconic British drink. It is proud and aspirational, speaking with inclusiveness and accessibility. We’re thrilled with the finished product and feel that it captures the essence of the brand perfectly.”
As well as recording the 60 second clip for the advert itself, Alice Gold will be supporting the campaign with a full-length single version which will be available for Carling fans to download via iTunes. A dedicated music PR campaign will promote the track and Alice’s involvement, via additional video material, social media activity, media interviews, and a showcase performance.
The TV spot will start appearing from today, with cinema adverts following next month. The media planning for the campaign was handled by Zenith Optimedia.
TO VIEW THE AD
http://www.youtube.com/carlinglageruk
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Notes to Editors
Contact Details for further information
The Molson Coors corporate press office:
E: molsoncoorscorporateteam@redconsultancy.com
T: +44 (0)207 025 6680
About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through MillerCoors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com.
In the UK, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Alton and Tadcaster. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Singha and a range of speciality beers.