The experiential push is being organised in conjunction with the Big Jubilee Lunch, an initiative which calls on neighbourhoods to come together to cerebrate the anniversary of Queen Elizabeth’s 60th year on the throne next month (5 June).
The campaign is being supported by print ads encouraging readers to visit the brand’s website to sign up for the campaign.
The patriotic push is the latest phase of Carling’s ‘re-ignite’ marketing strategy, which positions the beer as Refreshingly and Brilliantly British’.
Last June, Molson Coors kicked off a £7.3m relaunch of its flagship brand in a bid to claw back market share from rivals Stella Artois and Foster’s.
Jeremy Gibson, Carling brand director, says: “The Jubilee promises to be a great celebration for Britain and, as the nation’s number one lager, Carling is proud to be a part of The Big Jubilee Lunch.”
The launch comes at a time when British brands including Hovis, Heinz and Mcvitie’s are rolling out separate Jubilee-inspired marketing campaigns to tap into the growing level of patriotism ahead of this summer’s celebrations.