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
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.