Ad campaign for Carling Zest
Molson Coors has launched a £2 million ad campaign for citrus-flavoured 2.8% abv lager Carling Zest.
The limited edition brew will be backed by a 10-second TV spot, print and outdoor ads under the banner Summer Bottled.
There will also be a digital campaign in which three DJs have created a track of their favourite summer sounds – tracks by DJ Food, Jaguar Skills and DJ Yoda are available on youtube.com/carlingzest.
Music fans will also be able to create their own two-minute summer tracks and videos using the Carling Zest app from late May – and can submit them for the chance to win one of three pairs of tickets to the V Festival.
Senior brand manager Annette Middleton said: “With its clear, refreshing taste and a hint of natural citrus, Carling Zest is the ideal summer drink. The tracks that DJ Food, Jaguar Skills and DJ Yoda have produced really capture the essence and spirit of the product – Summer Bottled. Our aim was for a fun, summery literal interpretation of all the great things that our British summer is about, something that they’ve captured perfectly.”
An integrated digital plan including Youtube advertising, blogger outreach, digital seeding and search strategy will promote the DJ tracks and the Carling Zest app, with a version of the app also being made available on mobile and tablet devices.