VCCP Blue for Molson Coors launches £1.8 million ‘Get a zest for winter’ advertising campaign for Carling Zest

Molson Coors is today launching a £1.8 million marketing campaign for Carling Zest, the limited edition seasonal lager from Carling. Building on a launch campaign that exceeded all sales expectations this summer, Carling is launching its limited edition follow-up, blended with a hint of Spiced Orange, especially for the winter months.

Created by Molson Coors with ad agency VCCP Blue, the ‘Get a zest for winter’ campaign will see a national print and 48 sheet campaign to support the new flavour from 12th November.

Us Brits are great about giving out about the winter but actually there are things that make the season really great. The advertising campaign encourages us to embrace this, to make the most of the season and to get a zest for winter!

Michelle McQuillin, Carling Brand Manager at Molson Coors, says of the campaign:

“Following the success of Carling Zest with a hint of natural citrus this summer, we are really pleased to be introducing a new limited edition, with a hint of spiced orange, perfect for the winter months. The new campaign really brings to life the upbeat attitude of the brand, encouraging consumers to look to the positive and make the most of the season”

Cliff Hall, Managing Director of VCCP Blue commented: The “Get a zest for winter” builds on the success of the summer launch with the introduction of new seasonal flavours that encourage consumers to embrace these colder months. By leveraging the positive and uplifting attitude of Carling drinkers, we believe the advertising will have true stand out in the category and amongst the more typical campaigns you see at this time of year.”

The national media will be further supported by PR as well as a Facebook photo competition where Carling Zest fans can share their zest for winter in exchange for daily prizes of Carling Zest. 
 

Creds

Project name: Carling Winter Zest
Client:  Molson Coors
Brief: To create an advertising campaign that embeds Carling Zest as a seasonal sub brand
Creative agency: VCCP Blue
Agency Producer:  Katie Wellbelove
Creative Director: Tony Hector
Copywriter: Lucy Dale & Amber Casey
Art director: Chris Willis & Dan Hubert
Planner: Sandie Dilger
Media Agency: ZenithOptimedia
Media planner: Robert Breese
Media Spend: £1.8 million
Photographer: Samuel Hicks
Photography agency: Black Dog
Agent: Jacqueline Moore
Post-production: Stanley’s Post            
Exposure: press, OOH, digital

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For further information please contact Stephanie Brimacombe, Group Marketing Director at VCCP on 020 7592 7478,  [email protected]

Notes to editors:

VCCP Partnership is an integrated communications agency and is currently Marketing’s Agency of the Year. VCCP, which operates in London, Berlin and Prague has built a reputation for work that works and has won more effectiveness awards than any other agency its age.

Clients include O2, Comparethemarket.com, easyJet, Carling, Morethan, Tate & Lyle and Jammie Dodgers.

Some Recent activities include:

• Winning Marketing’s Advertising Agency of the Year in December 2011
• Winning Marketing Weeks’ Agency of the Year 2010
• Winning Marketing Magazine’s Advertising Agency of the Year 2009
• Campaign Big Awards Gold for Best Film Campaign, 2011 – More Than Freeman
• Gold Marketing Society Award for Long term Excellence, 2011 – O2
• Gold Marketing Society Award, 2011 – O2
• Gold Marketing Society  Star, 2011 – Standard Life
• Gold Effie, 2011 – O2 Prague