Carling launches £2m Zest campaign

Molson Coors is to launch a £2m music-themed marketing campaign for its seasonal beer Carling Zest as it looks to raise the profile of the beer in the run-up to summer.

Carling Zest

The ‘Summer Bottled’ marketing campaign, which launches later this week (4 May), sees British music producers DJ Food, Jaguar Skills and DJ Yoda create their own tracks for the beer.

The brewer will host the tracks alongside behind-the-scenes content on the lager’s YouTube channel.

Additionally, a mobile app will let users create their own two minute track which they can then post on Facebook or enter into a competition to win one of three pairs of V Festival tickets.

Molson Coors launched the low alcohol Carling Zest in march as a limited edition variant to see whether it could make the beer category more attractive to summer drinkers who have switched to wine and cider. The trial will run until September.

The campaign will also include a 10 second TV spot, print ads, outdoor activity and blogger outreach and digital seeding.

Brewers are looking to extend their brands into new lower-alcohol categories as they look to offset declining beer sales. In March Foster’s launched a multichannel marketing campaign for its premium brand Foster’s Gold, while Carlsberg is launching Copenhagen, a “metrosexual” lager brand later this month to grow its female consumer base.

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