VCCP Blue unveils its first campaign for Carling

Molson Coors is launching an ad campaign for Carling, featuring the new strapline, "Brilliantly Refreshing" as part of a £7.3m investment in the brand.

The 60-seocond spot will be the first created by VCCP Blue since the agency won the account in June.

The ad forms part of a repositioning of the brand featuring the  "Brilliantly Refreshing" strapline.

It features a commuter on a train looking at different scenes he passes, leading him to dream of a pint of Carling. The spot is set to the soundtrack, ‘Wondrous Place’ by Alice Gold.

The ad was directed by award-winning music video director Walter Stern who was responsible for iconic music videos from Massive Attack, The Verve and Prodigy in the 1990s. Media planning for the campaign was handled by Zenith Optimedia.

The ad will be supported by additional video material and social media activity. The ad will also be shown in cinemas from next month.

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."

Cliff Hall, managing director at VCCP Blue said: "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."

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