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Carling

When Carling appointed us as their lead strategic and creative agency in early 2013 they set us a big challenge - rebuild the relevance and credibility that the brand had lost with the key target audience of sociable young men.

Our response was to overhaul the brand strategy, and deliver a new suite of creative work ranging from TV to digital that brought comedy back to the brand and executed ‘Britishness’ in a way that resonated with the target. We succeeded in reversing an 8 year decline for the brand, allowing Carling to claim the no.1 spot in the category.

Carling2
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Perhaps the most shocking and committed approach to Carling advertising came from the great general public themselves. Through our catchphrase ‘It’s good…but it’s not quite Carling’ we created a phrase that has embedded itself into popular culture, and for one particular young man - so much so that it required inking on his arse. We loved it.

Carling #BrightonorBarbados
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