The campaign was created by recently-appointed agency Creature, which won a £10m ad pitch with the concept in February, beating incumbent VCCP and Beattie McGuinness Bungay to the account.
While the new "refreshingly perfect" strapline is an evolution of VCCP's "brilliantly refreshing", the phrase "It's good...but it's not quite Carling" marks a departure from Carling's recent ad campaigns and harks back to its classic "I bet he drinks Carling Black Label" commercials of the 80s and 90s, according to the brand.
The first of three TV spots launches across all channels on 1 June with a preview on Channel 4 at 10:10pm on 31 May. The original on-screen pair (Stephen Frost and Mark Arden, stars of the 80s and 90s ads) are replaced by the new Carling "heroes" played by Ben Righton and Mark Weinman.
All three spots will see the pair attempt amusing and outlandish feats, starting with a gravity-defying trick shot in a packed pool hall, which falls just short of perfection, prompting the verdict "It's good...but it's not quite Carling."
Rob Hollis, senior Carling brand manager, said: "You haven’t seen us using a catchphrase style of advertising for some time. It enables us to bring forward more of our personality, which connects to the British wit and sense of humour.
"The other important consideration was to make sure that our communications are relevant to today's drinkers – the iPhone generation – we were cogniscant of making the new campaign as appealing to those guys as possible."
Hollis said the catchphrase's pickup by consumers would be key to the campaign's success, whether that be in the pub with mates, or via social media channels.
He said: "We've done five rounds of research with these ads and consumers have told us that they really see that as something they might use with their mates, either in the pub or via social channels.
"Campaigns today need to live beyond TV and traditional media because individuals are spending more time online and that's really an important way of engaging them as a brand. We're keen to make sure we’re using all the possible channels we can and Twitter and Facebook are clearly important within that – you’ll certainly see us continue to drive for relevance plus topicality."
In addition to the TV spots, the new £9.6m campaign will also include outdoor, press and digital advertising throughout 2013.