Need a New Spot in a Hurry? Recycle

Carling Beer Uses Fresh Cut of Old Ad for World Cup

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Brand: Carling
Brand Owner: Coors
Category: Drinks (alcoholic)
Region: U.K.
Date: April to June 2006
Media Agency: Vizeum
Other Agencies: The Leith Agency
Media Owner: Sky
Media Channels: TV


Many campaigns use copy that has been designed for other markets or has been used before. Revitalizing such messages requires a lot of skill, and this campaign succeeded by partnering very closely with a media owner.

Carling wanted to be part of the World Cup but wasn't a sponsor. It didn't even have a new ad it could use; its creative had been designed for the Euro 2004 tournament.
The brand added new voice-over and interactive content to the ad, which showed a giant soccer match breaking out across the city.
The brand added new voice-over and interactive content to the ad, which showed a giant soccer match breaking out across the city.

In its favor, however, was the fact that British fans associated it with soccer through its sponsorship of cups and leagues. It also had a tradition of making humorous ads.

The media solution was to embed the old creative into contemporary soccer culture by borrowing the stars and formats of the hard-core fan's TV diet.

The brand added new voice-over and interactive content to the ad, which showed a giant soccer match breaking out across the city.

Coors and Vizeum worked very closely with Sky TV to modify the ad to show Sky's pundits commenting as a goal was scored. Studio shots of soccer experts discussing the street game were included in the new version.

The ad also offered the chance to win a year's supply of beer, and the medium enabled the brand to interact with potential customers for nearly four minutes.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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