Carling embark on total product re-branding

20th July 2011 - Fine Cut

The owners of Carling lager are embarking on a £7.3 million relaunch of the its flagship brand.

Molson Coors are trying to make up for what it sees as lost ground against competitors Foster's and Stella Artois. The relaunch will incorporate a new communications and marketing strategy, new sub-products and new product labels to reflect the changes.

The original product packaging itself will also change, according to Marketing Week. A new aluminum bottled version of the "Refreshing and Brilliantly British" lager is coming this September and will be backed by a TV campaign to raise awareness of the re-branding.

Additionally, a new sub-brand, Carling Chrome is to be introduced next month and will be uniquely pitched toward women. The 4.8 per cent ABV lager drink has reportedly been developed to taste "lighter and less bitter" than its 170-year-old older brother.

Design Week cites Chris McDonough, marketing director for Molson Coors for UK and Ireland, who said of the new strategy: "Our aim is to bring [Carling] back to being a confident and proud category leader, through a new brand positioning for Carling and the launch of Carling Chrome.

"The Carling re-brand will be delivered according to a five-point plan, which will include new communications, a new premium visual identity, innovative new packaging, innovative new products and a long term vision and strategy."

While Mark Hunter, chief executive of Molson Coors, added that the re-branding was imperative, as consumers have become "disengaged by the beer category as they perceive it as dull and lacking excitement."

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