Molson Coors invests €1m in new ad campaign
Molson Coors Ireland has launched a brand new advertising campaign for Carling, its leading brand. The company took over distribution of Carling from Heineken last November and is putting over €1 million behind the campaign, resulting in a significant media presence through to the year’s end.
“We immediately recognised the need for a resurgence of investment behind the Carling brand,” explained Jordana Busby, Carling Brand Manager for Molson Coors Ireland, “It’s a quality brand worthy of a significant investment. Traditionally Carling has had a strong following in the Munster heartland in particular and we plan to reinvigorate that market for Carling by investing heavily in outdoor in Cork and Limerick as well as the key urban centres Dublin and Galway”.
Molson Coors Ireland describes the new advertising execution for Carling as visually clean and simple; the message is quality with great taste captured in the strapline, “Great taste every sip of the way”. The advertising campaign, which also includes press, will be supported by PR as well as through on- and off-trade activity.
Molson Coors Brewing Company launched an Irish operation in January 2010 and opened a new sales office in Kildare for the growing Molson Coors team in Ireland. Molson Coors markets and distributes Carling, Grolsch, Cobra and Caffreys in Ireland as well as a growing portfolio of “world beer” brands.
