As Design Week reported at the end of last year, Echo was appointed by Carling’s parent company Molson Coors as strategic brand partner in November 2010 following a four-way pitch, to advise on brand and consumer experiences across all touch-points.
The new positioning for the main Carling brand, which will launch next month, features the strapline Refreshingly and Brilliantly British, and the rebrand will see Carling sold in a new aluminium bottle packaging format.
Carling Chrome, which will also launch next month, will be positioned as a premium drink, with a lighter taste than master brand Carling.
Chris McDonough, Marketing Director, Molson Coors for UK and Ireland, says, ‘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 rebrand 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 & strategy.’