Molson Coors to step up Carling repositioning
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Molson Coors will ramp up efforts to reposition its flagship Carling drink following the appointment of VCCP Blue as the brand's creative agency.
VCCP Blue, which takes over from long standing agency BMB, will work with the brewer to "broaden Carling's appeal and consumer footprint", according to Molson's marketing director Chris McDonough.
The company wants to shore up Carling's sales in a declining UK beer market by softening its laddish positioning in the hope of boosting its appeal among women.
The brewer wants to exploit what it claims is an £160m untapped market of female drinkers. It plans to launch a range of beers just for women this year.
BMB will continue to handle creative duties for Molson Coors' Grolsch, Cobra and Corona brands.
YouGov Insight:
British Drinking
- The trend towards teetotalism is on the increase, possibly influenced by lifestyles of ethnic minorities, not to mention health concerns among the wider population.
- 69% of UK adults believe that binge-drinking is a 'British Thing'.
- 60% of UK adults agree that alcohol packaging should have health warnings like on cigarette packets.
- 53% of UK adults agree that low prices for alcohol are to blame for binge drinking.
- 40% of UK adults agree that the government should set a minimum price for alcohol.
- 47% of alcohol drinkers say most of their drinks budget is spent on drinking at home.
Click here to read the YouGov Alcohol Report
Readers' comments (1)
Adrian Goldthorpe | Tue, 7 Jun 2011 2:50 pm
I may be mistaken but I already thought the positioning of Carling was very broad in trying to appeal to the mass market man.
Perhaps Belong has been misinterpreted as exclusive, either you do or don't belong, although I can't imagine how.
I'll be interested to see Carling for women though...
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