VCCP Blue, which takes over from long standing agency BMB, will work with the brewer to “broaden Carling’s appeal and consumer footprint”, according to Molson’s marketing director Chris McDonough.
The company wants to shore up Carling’s sales in a declining UK beer market by softening its laddish positioning in the hope of boosting its appeal among women.
The brewer wants to exploit what it claims is an £160m untapped market of female drinkers. It plans to launch a range of beers just for women this year.
BMB will continue to handle creative duties for Molson Coors’ Grolsch, Cobra and Corona brands.