UK: Carling unveils significant marketing drive
The UK's leading beer Carling has announced plans for one of the biggest advertising campaign's in the brand's history.
Three individual advertising executions will hit television screens over the next four months. The campaign is part of a massive £35m marketing programme for Carling in 2002 backed by brand owner, Coors Brewers.
The early part of the campaign will feature three separate football-orientated adverts, which concentrate on the build-up to the World
Cup under the "Game On" slogan.
The new TV campaign takes a humorous look at people faking injuries to take time off work so they can watch the World Cup.
The second string of advertising will flag up Carling's involvement in a series of music events which starts with the Carling Homecoming Event featuring Jamiroquai at the Broadway Boulevard at Ealing in north London in mid-May. The Homecoming advert is on air during May.
The beginning of June will see the launch of the new Carling TV ad
"Spillage", which is the follow-up to the "Cracking" advert screened earlier this year.
The "Spillage" ad will be premiered on TV during England's opening World Cup match with Sweden on June 2nd and will be seen on TV and cinema screens across the country throughout the summer.
"Its going to be a big summer for Carling which is set to enjoy a heavyweight television advertising profile," said Mark Hunter - Coors
Brewers Marketing Director.
"The World Cup will obviously play a central role in our campaign which will provide a massive opportunity for the on and off trade."
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