Blog: Carling's online feedback - the good and the bad
Olly Wehring | 9 February 2007
Opening an online topic for discussion has its advantages and disadvantages, as I have found out to my own cost - and feelings - quite recently.
Coors Brewers, I assume, are now only too aware of this risk, having decided to open a forum for its new Carling beer advert. The ad, aired in the UK for the first time a few weeks ago, features flocks of starlings forming rather spectacular roosts in the English countryside. The Hard-Fi song ‘Living for the Weekend’ - which could easily be the ballsy brand’s anthem - plays in the background of the ad, which ends, not with the Carling name, but simply with the message ‘Belong’.
Here is some of the feedback:
Joshua: “The new advert is incredible. The music rocks as well - so does the footage.”
Karla: “Think it was ok ... quite clever idea with the ‘Belong’ theme, but a bit boring.”
Caroline: “There’s probably a lot of confused 18-year-olds hunting the supermarkets looking for ‘Belong’ and just giving up ‘cause they can’t find it!”
However, the whole thing was just plain lost on this guy who, worryingly enough, shares my name:
Ollie: “I don’t get the new advert, personally, because, I mean, what’s starlings got to do with having a bevvie? Don’t get me wrong it’s really good and all that, but I just don’t get it.”
Actually, I admit it - I wrote that last one.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Diageo puts Beckham centre stage in Haig Club ad
- TWE unveils Penfolds range after CEO's "bold move"