Molson Coors has launched a new £5.4m marketing campaign for its Carling British cider, as it seeks to attract new consumers and enhance the relationship it has with existing ones.
The brand’s new above-the-line campaign will consist of television and digital advertising, as well as outdoor activity, and falls in line with Molson Coors’ new approach to marketing the brand. The media effort follows Carling British cider’s introduction of a full brand redesign last year, which aimed to position the beverage as a more premium and modern product.
Molson Coors’ brand director for Carling, Jim Shearer, said: “We are committed to exciting drinkers in the mainstream cider category with the Carling British Cider range. When launching the brand we focused on developing a high quality liquid – with one of the highest juice contents in the industry – and have seen multiple award wins from both consumers and the wider industry.
“Through our investment in a new media campaign, we hope to engage and delight our loyal drinkers, create awareness with new audiences and drive incremental growth in the category.”
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