Carling Zest goes on nationwide taste tour with Sense
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Molson Coors’ Carling Zest range will be at the centre of a huge taste-led experiential campaign around the UK this summer, being sampled by 60,000 consumers nationwide.
In July and August, the new taste-driven experiential roadshow will entice consumers to ‘Discover a different kind of Carling,’ with variants Carling Zest Citrus and Carling Zest Red Berries available to consumers. Since the launch of Carling Zest in 2012, a range of variants have been available in the off-trade, including Winter Berries, A Hint of Ginger and most recently, Red Berries.
Following huge popular demand from retailers and their customers, Carling Zest Citrus has become a permanent listing in the off-trade.
Experiential experts Sense, who worked with Molson Coors extensively in 2013, are again the brewer’s chosen agency, and will be co-ordinating the roadshow which visits 17 towns and cities over 40 sampling days. The tour centres around 2 Mitsubishi trucks each featuring a giant Zest bottle set in a bed of ice. Weekdays include sip sampling in city centres and drops of full bottles and branded goodies to selected offices whilst weekends will see activity in car parks at Tesco and Sainsbury’s stores and around a number of local events across Britain.
Sally Banks, group account director at Sense, said: “The flavoured lager category has recently seen a lot of new competition, so we’ve focussed this year’s activity on creating simple cut through with an eye-catching and memorable campaign which lets the flavours of the Carling Zest variants speak for themselves. We’re confident that consumers will be keen to engage and that the activity will drive incremental sales for Molson Coors”.
Jim Shearer, Carling brand director at Molson Coors, said: “With consumer tastes constantly changing and flavoured products continuing to grow in demand, the launch and subsequent expansion of our Carling Zest range demonstrates our dedication to innovating in this market. The success of Carling Zest Citrus was overwhelming, and we look forward to exciting consumers with our newest flavour in the Zest range – Red Berries.”
