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.