Danielle Locke

The Beautiful Problem

Slowing sales, a competitive market and a brand facing a tough time. Our work for Carling had already put an end to an 8 year decline. How could we get Carling to reconnect with pubs and drinkers alike - and sell more beer in the process?

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehaviour

Building on our established TV campaign, we turned Carling into a travel agent, via a promotion designed to help the British public make the most of the bank holiday. #BrightonOrBarbados encompassed TV, OOH, highly targeted social and on pack promotion, and helped Carling drinkers make the most of the bank holiday by offering getaways for them and a mate to either Brighton or Barbados - depending on how lucky you got - for just £49.

Danielle Locke
Intelligent Misbehaviour
Danielle Locke

Cultural Impact

More than 60,000 people made their way to the bespoke site to try their luck, with all thousand holidays selling out in less than 4 minutes. #BrightonOrBarbados trended nationwide on sales say, resulting in 10.5 million Twitter impressions and our VOD campaign reaching 4.7 million unique users. The campaign outperformed Budweiser’s ‘To the Dream’ campaign tenfold, and best of all, pubs up and down the country had to place emergency orders of Carling. So successful was the campaign that pubs ended up paying to house the promotion, as opposed to the other way round.

Danielle Locke
Cultural Impact