Between the Lines: Carling should lighten up

When Leith was originally appointed to the Carling account five years ago, part of its remit was to help the lager appeal to a wider audience than its traditional core market of young males. Since then, the brand has wedded its advertising ever closer to football, diluting its point of difference with other lager brands eager to flag up their pitchside credentials.

Carling has a rich heritage of creative and, crucially, funny advertising.

Hopefully, the brand will return to those marketing roots, whichever agency wins the account (page 1).