Carling is positioning itself as Britain’s most "inclusive" lager in a new campaign that breaks today. The ads are the first work for the brand by Beattie McGuinness Bungay.
The first execution of the £14m "Belong" campaign shows footage of starlings flying set to Hard Fi track "Living for the Weekend". It aims to "celebrate the joy of togetherness". It will run across television, cinema and outdoor.
Andy Cray, Carling brand director at Coors Brewers, says: "We’re really excited about this new campaign. It’s a step-change in lager advertising and will shake up the whole category. With ‘Belong’, we’re getting to the heart of what Carling is all about – a sociable brand, sharing good times with your friends."
Carling owner Coors Brewers is putting a total marketing investment of £45m behind the brand in the next 12 months.