Echo’s new Carling branding set to launch

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.’