Molson Coors to step up Carling repositioning

Molson Coors will ramp up efforts to reposition its flagship Carling drink following the appointment of VCCP Blue as the brand’s creative agency.


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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here