When Carling appointed us as their lead strategic and creative agency in early 2013 they set 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.

From the first execution the results for the new campaign demonstrate an improvement in brand perception - from Millward Brown rating the TV execution ‘Trickshot’ as the most engaging and entertaining Carling ad ever, to a 22% uplift in brand bonding.

And through our catchphrase ‘It’s good...but it’s not quite Carling’ we’ve 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.