Sense creates experiential roadshow for Carling British Cider

Molson Coors brand Carling British Cider has begun a promotional tour following the launch of its new cherry offering, in partnership with experiential agency Sense.

The sampling activation features four branded trucks
The sampling activation features four branded trucks

The agency has created a roadshow featuring four branded Mitsubishi trucks, which will haul a giant cider bottle on a bed of ice.

The four teams have plans to deliver more than 150,000 samples of the brewer's cider to 39 UK towns and cities.

Consumers will be greeted with samples, coupons and gifts. ‘Sip sampling’ sessions will also be held in city centres and events including V festival in conjunction with the roadshow.

Sally Banks, group account director at Sense, said: "We’re very pleased to be working with Molson Coors again to bring the brand to consumers across the UK this year. We’re already seeing great results, with high numbers of consumers engaging in the activity and a lot of love for the new cherry variant, launched this year."

Jim Shearer, Carling brand director at Molson Coors, added: "Summer is a crucial trading period and cider is a particularly exciting and innovative category. To capitalise on this opportunity, we’re continuing to invest in Carling British Cider with a heavyweight campaign that we’re confident will deliver genuine consumer engagement and ultimately drive sales."

Sense previously worked with Molson Coors to promote Carling British Cider in 2013. The campaign featured a branded Mini Cooper which toured 30 UK destinations.

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