Warc index
 

This paper describes how the Leith Agency worked with Coors beers to develop a Carling campaign encouraging responsible drinking in Scotland. Research showed that using the managers of Celtic and Ran ...

This 1998 DMA ECHO entry was created by WWAV Rapp Collins Scotland for Bass Brewers. Although Carling is the UK's most popular lager beer, Bass faced challenges when it came to reaching younger drinke ...

For the launch of Carling Premier, agency planners sought to harness the productiveness but not the restrictiveness of the creative process. Planning, beyond the provision of strategic thinking, serve ...

Story of the 'I bet he drinks Carling Black Label' TV campaign, 1983-95. In these years, volume sales (which had previously been shrinking) increased 48%, while market as a whole remained flat: this i ...

This paper describes planning's role in helping Carling Black Label retain its status in the UK lager market in face of increasing competition from foreign brands such as Fosters and Castelmaine XXXX.

By 1992, the beer market was in decline and mainstream lager sales were suffering. Carling Black Label, as the brand leader, was under threat. This paper described how a new brand strategy and a compl ...