Marketing

Carling’s biggest-ever through-the-line campaign

On the back of a hugely successful 2014, Carling now claims Ireland's fastest-growing draught brand and it has been powering ahead with the launch of its 'Frank Holiday' campaign which kicked-off in May with huge investment in TV, poster, social media, digital displays and direct marketing.

This was supported by a range of in-store experiential events. As the fastest-growing lager brand in the Irish market, growing at a rate of 52% year-on-year, Carling is now the country’s most popular Standard Lager, according to Molson Coors Ireland, growing faster than its competitors across all regions in the RoI on-trade.

The recent June Bank Holiday saw Carling giving three lucky winners the chance to win a weekend in Las Vegas with the inimitable Frank Vincent. This integrated, through-the-line campaign highlighted Carling’s wish to make it a ‘Frank’ Bank Holiday where winners would spend the weekend enjoying life as ‘high rollers’ with Frank Vincent as they hit the strip in Las Vegas.

“Carling is the common denominator in the ultimate lads’ weekend, be it a few quiet ones down the local or a long-weekend break,” commented Robert Blythe, Brand Director, speaking at the launch of the campaign, “Carling is synonymous with great experiences and what could be better than flying to Las Vegas to hang out with a Wise Guy for the June Bank Holiday weekend?”

Carling is also driving massive consumer engagement and product awareness with a number of experiential evenings including Las Vegas-themed nights and promotions. In the spirit of Sin City, customers will be encouraged to “try their hand”, with the chance to win some fantastic prizes.

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