Carling plans £7m brand repositioning

Carling has unveiled a £7m overhaul strategy, after admitting that the brand has 'lost ground' in recent years.

Carling: launching Chrome premium lager
Carling: launching Chrome premium lager

The Molson Coors-owned lager will undergo a five-point revamp. This will cover refreshed  communications and visual identity, aluminium bottle pack-aging, NPD, and a strategy based on the positioning ‘Refreshingly and brilliantly British’.

The overhaul, which is intended to transform Carling from a 1.3bn to a 2bn pint-a-year brand by 2014, includes the launch of a premium variant, Carling Chrome.

The latter will be rolled out from late August. An ad campaign, by VCCP Blue, will begin with an outdoor advertising push in October, foll-owed by TV spots that will air in the New Year.

Chris McDonough, marketing director, Molson Coors UK and Ireland, said: ‘Our aim is to bring Carling back to being a proud category leader, through a new brand positioning and the launch of Carling Chrome.’

Molson Coors is also launching Animée, a beer that will target women. It will be backed by a £2m ad campaign, also created by VCCP Blue, which will break in September.

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