Our Work – Project Highlights
Carling Cold Summer.
Carling Cold Summer.
Challenge
Carling had identified the need to drive ‘Coldness’ as a strategic pillar alongside music and football. Attention were challenged to develop a proposal for a memorable piece of sales promotion activity to drive this brand objective, and deliver strong sales in a Summer with no major football events to focus upon.
Insight
connects to many of them in a way that positions it as ‘one of us’. Carling’s strong links with football, music and its down-to-earth British voice mean that consumers expect their favourite lager brand to behave in a certain ways. Therefore the concept would have to be innovative, surprising, and have genuine utility and relevance to off trade drinking.
Solution & Results
We developed two separate pieces of integrated activity
Geltek Can Cooler
A self liquidating On-Pack promotion giving away a unique GelTekTM can-cooling device to drinkers which we developed and trademarked exclusively for Carling.
We also developed an innovative support package and creative treatments that reflected Carling’s cold positioning; Chilled right down, but not an Ice beer or frozen - Spot On.
There has been a sustained rate-of-sale increase through multiple grocers and independents. This is the case across pack formats and there is some evidence of trade-up to larger packs.
Speakerbox Cooler
The activity was designed to link the cold concept back to Carlings association with music.
We developed an instant win promotion giving consumers the opportunity to get their hands on striking cool bags which doubled as portable speakers allowing consumers to drink ice cold beer and listen to their favourite tunes whilst enjoying themselves out and about.
The promotion ran across all pack formats with tailor-made up-weights for specific retailers and regions.
The activity has generated unprecedented levels of redemption and helped Carling to maintain volumes in key channels in a non-football year.