Carling puts premium variant Chrome on TV

Carling is matching rival Foster's investment in marketing a premium variant by unleashing a £7m marketing campaign for Carling Chrome, which includes the brand's first TV ad.

The ad, called "anticipation", will make its debut on 21 February during the Brit Awards. It has been created by VCCP Blue and features 'Get it On' by T Rex on the soundtrack.

It tells the story of a couple getting ready for a night out. The man notices a Carling Chrome poster and begins to anticipate drinking the lager. The scene then changes to show the couple entering a bar to meet their friends and drink Carling Chrome.

The overall campaign includes video-on-demand, cinema, outdoor and press. Of its 18- to 34-year-old target audience, 97% are forecast to see the campaign during February and March.

Mike Read, brand director for Carling, said: "Since Carling Chrome was launched in August 2011 we have secured strong distribution across the on and off-trade, and now we are aiming to build on consumer awareness with an exciting, high profile ad campaign."

Carling's activity comes just two weeks before a new £7.5m push for Foster's Gold, also launched last summer, which includes a second TV ad.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).