Carlson takes 'over 30s only' approach for Theakston work

The Scottish Courage brand Theakston is supporting the launch of its Coolcask product with below-the-line activity saying it is for "over 30s only".

The £500,000 campaign, created by Carlson, adds a twist to the industry trend of chasing younger drinkers by targeting discerning drinkers in their 30s. The campaign launches with poster and point-of-sale activity and will extend to press and radio.

Carlson has developed a campaign for live venues and pubs that mimics the imagery of official age-related warnings using a censor's stamp. Poster activity uses the line: "Because immature taste buds can't appreciate new flavoursome Theakston Coolcask, we simply won't serve you until you're old enough to enjoy it. Coolcask was launched in the north of England in 2000 and rolls out nationally this month.

Chris Martin, the group creative director at Carlson, said: "We won't be banning lager-drinking, under-30s shavers from buying a pint but we want to make them feel a twinge of envy toward drinkers whose taste buds are mature enough to appreciate Coolcask."

The campaign was created by Chris Martin, Tim Lines, David Wilson and Simon Martin at Carlson.

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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).