The brand’s ‘Brilliant Refreshment Guaranteed’ programme is being activated in on-trade outlets across the island of Ireland between May and August. The campaign invites consumers to buy a pint of Carling and if not satisfied that their pint is ‘brilliantly refreshing,’ they’re entitled to claim their money back.
Molson Coors Ireland has invested significantly in this programme and is creating maximum impact for publicans with a suite of eye-catching Point Of Sale material.
Jordana Busby, Brand Manager for Ireland with Molson Coors, said, “The brilliantly refreshing taste of Carling is undoubtedly its key attribute and as such we were keen to design a campaign that would encourage lager drinkers across Ireland to experience and enjoy that refreshment for themselves whether that be for the first time or as a regular Carling drinker”.
Carling’s on-trade presence across Ireland has been enhanced further through the introduction of a stylish new font and glassware reflecting the recently updated image of Carling. The new glassware also produces a better serve through increased nucleation to improve head performance, helping ensure that Carling lives up to its ‘Brilliantly Refreshing’ billing.
“Delivering that perfect serve is an absolutely essential part of invigorating the beer category and the right glassware for our beers is crucial,” explained Jordana, “It was important to us that we have a glass that reflects the sophisticated nature of the brand and ensuring that, from the first sip until the last, Carling drinkers in Ireland enjoy a brilliantly refreshing drinking experience”.
The second phase of Carling’s new campaign hits the on-trade in September with an integrated communications strategy planned including Above The Line media support, online and PR activity. More details on Phase Two will be announced in the coming weeks.