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.


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.


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.

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