Carling - A Game of Only Two Halves

This paper describes how the Leith Agency worked with Coors beers to develop a Carling campaign encouraging responsible drinking in Scotland.
Agency: The Leith AgencyAuthor: Richard Marsham

Carling - A Game of Only Two Halves

CONTEXT

The issue of 'responsible drinking', or lack of it, has received intense media coverage over the last 18 months, with sensationalist newspaper headlines referring to 'urban savages' making towns no-go areas at the weekend. Nowhere is the problem more prevalent than Scotland where 'binge drinking' is estimated to cost the economy £1.1 billion pounds a year.

In an attempt to combat this, the Nicholson Committee was set up in 2001 by the Scottish Executive, with the aim of tackling Scotland's binge drinking...

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