WCRS posters create fresh positioning for Carling Rock

WCRS has unveiled a national poster campaign to support Bass Brewers’ new premium beer brand, Carling Rock filter beer.

WCRS has unveiled a national poster campaign to support Bass

Brewers’ new premium beer brand, Carling Rock filter beer.



The brand aims to plug the gap between strong-flavoured European beers

and the smoother, but sometimes blander, American lagers. The

advertising seeks to remind consumers that they can now have both.



The six-sheet and 96-sheet campaign initially has three executions, each

featuring a sensuous image of people licking smooth objects that have no

taste.



In one execution, for example, a girl is shown licking the sunglasses of

another girl, while in a second ad, a man runs his tongue over a surface

which has been freshly ironed. A third execution features a woman

reaching out to lick a bald head.



Each version bears the legend ’there’s smooth’ under the smooth but

tasteless surface. The words ’there’s smoothness with taste’ feature

alongside bottles of the new premium beer.



The pounds 5 million campaign was shot by the Dutch fashion

photographer, Yani, whose upmarket style was deemed to appeal to the

type of drinkers Carling is seeking to attract.



The ads were written by Will Barnett and art directed by Mike Wells.

Media buying is by BBJ.



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