Molson Coors has launched a £6.6m marketing campaign for its flagship lager Carling, which sees the brand back on screens with its first TV ad in two years.
The new campaign is built around the concept that people’s friends – ‘mates’ – make them who they are and champions everyday, relatable stories of ‘mateship’. Activations across TV, social and video-on-demand are tied together by the strapline ‘We’re Made by Our Mates’.
The campaign launches from the beginning of September, with ads airing on TV, including Sky Pubs, alongside sport and other high-reach programming throughout the rest of 2022. A second phase of football-related ads will launch on ITV in November.
Lee Willett, Carling Brand Director, said: “We all know having mates, proper mates, is a powerful thing. With this campaign we wanted to champion the relationships that make us who we are and bring those relatable moments with mates to life through a series of affectionate, authentic and character-driven ads.”
The campaign launches shortly after Carling’s most recent collaboration with mental health charity the Campaign Against Living Miserably (CALM). The campaign – ‘More than a game’ – saw Carling team up with CALM and ex-footballers Darren Bent and Marvin Sordell to champion the power of grassroots football to bring people together, on and off the pitch. The campaign raised awareness of an online mental health playbook, created by CALM and filled with advice on how teammates can help to look out for each other, for grassroots football teams across the UK.
