Major brewers ramp up marketing spend for premium brands

Heineken and Molson Coors are launching separate multi-million pound marketing campaigns for their Foster’s Gold and Carling Chrome variants, in a bid to bolster their presence in the premium lager market.

fostersgold

The ‘Gold’ activity, which is being developed by creative agency Adam and Eve, will introduce the new strapline ‘Australian for Chic’, as the brand looks to promote its “posh qualities.”

It will feature the brand characters Brad and Dan and will continue the agony uncle theme seen in previous promotions for the lager.

Doug Walker, head of customer marketing at Heineken, says that sales of the brand have surpassed “expectations”, with 33 million pints sold in shops, since it launched last August.

He adds: “Harnessing the power of Foster’s, the nation’s favourite mainstream lager brand, to produce a premium bottled lager that fills a gap in the market has provided a great opportunity for retailers as it gives them the confidence to stock a well known brand at a premium price shoppers are happy to pay.”

Meanwhile, Molson Coors is readying a £7m marketing campaign for its Carling Chrome brand, which will include the first TV spot for the premium lager.

‘Anticipation’ will be the story of a couple getting ready for a night out with friends at a bar where they drink Carling Chrome.

brightcove.createExperiences();

Mike Read, brand director for Carling, says: “Since Carling Chrome was launched in August 2011 we have secured strong distribution across the on and off-trade, and now we are aiming to build on consumer awareness with an exciting, high profile ad campaign.”

The campaign is being developed by VCCP and will focus on targeting 18-34 year olds across VOD, cinema, outdoor and online until the end of March.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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