Carling has revealed the five community projects which have received support through its ‘Made Local’ initiative. These include an outdoor gym in Tonypandy, Wales, a print studio for local young artists in Rotherham, and a community centre in Goathland, North Yorkshire.

‘Made Local’ was launched by the UK’s number one beer brand last May, to support local community projects nominated by individual Carling customers.

Molson Coors’ account managers engaged with a number of customers to find projects and causes across the country where Carling’s help was needed.

The Carling Made Local activity comes as part of the wider ‘Putting the Great Back into Great British Pubs and Clubs’ campaign launched by Molson Coors in March 2017, designed to celebrate communities across the UK and provide practical, first hand support to pubs and clubs.

In Rotherham, a brand-new print studio was delivered as part of the initiative. The print studio has been added to The Sorting Office, a completely transformed derelict cellar that is now a co-working space for upcoming artists to work and develop their skills in Rotherham. The print studio will give young artists a unique place to come and work in their local community, helping them make the town into their own.

A new outdoor gym that will benefit the local community in Tonypandy, South Wales has also been completed as part of the Carling initiative. Focused on promoting sport and health across the community, the Cambrian Village Trust, based at the local Sky Blues Café, run a series of programmes targeted towards different groups including the disabled and those suffering with mental health problems. The new outdoor gym will be used by various sports teams based around the area including professional sportsmen, as well as being open to the general public.

Another example of the initiative’s work is the successful delivery of a new community hub in Goathland village, North Yorkshire. Following four years of fundraising and 18 months of construction, the newly transformed community hub, nicknamed “The Hut”, will offer a range of facilities including a public library, bar and cricket pavilion. With construction work for the facility itself recently being completed, the final piece of the jigsaw was to build a new road to link up The Hut with the surrounding area. The Carling initiative helped to deliver the new road, linking the village community and “The Hut” and completing the community initiative.

The Carling ‘Made Local’ team also supported two further community projects in Padliham near Burnley, devastated by the Boxing Day floods of 2015, and Pengam in South Wales, where ‘Made Local’ has supported the restoration of the town’s Constitutional Club concert room.

Miranda Osborne, Carling Brand Director, said: “We are extremely proud of the work we’ve delivered as part of our Carling ‘Made Local’ initiative. We recognise the value of supporting local communities, as pubs, landlords and their drinkers are crucial to making Carling what it is. To see the tangible impact this initiative has had on the communities we’ve worked with has been fantastic. We look forward to driving Carling ‘Made Local’ forward and supporting more local communities across the UK throughout 2018.”

Molson Coors is one of the largest global brewers, with brands including Coors Light, Coors Banquet, Miller Lite, Molson Canadian, Carling, Staropramen, Sharp’s Doom Bar, Leinenkugel’s Summer Shandy, Blue Moon Belgian White, Hop Valley, Creemore Springs and Crispin Cider.

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The heart of Dublin city centre has been transformed into a festive wonderland with the official launch of Après Dublin, Ireland’s first-of-its-kind Christmas party venue, which officially opened its doors to the public with a big launch night on Thursday 30th November.

Après Dublin is a new experiential initiative which is being supported by brand partner Coors Light, Dublin City Council and The CHQ Building and which was created by experiential agency Because.

The ambitious activation has seen the 1,000sqm George’s Dock venue, CHQ, turned into a giant custom-built ski lodge and festive village, with Après social activities and entertainment right at its heart.

The launch night featured with two of the stars of the Disney film Cool Runnings. Doug E. Doug and Rawle D. Lewis – who played Sanka Coffie and Junior Bevil in the classic winter film, which celebrates its 25th anniversary next year – invited fans to join them in an empty bathtub to recreate one of the most iconic scenes from the movie, which tells the tale of the Jamaican bobsled’s team’s journey to Winter Olympics glory.

The festive activation runs every night in Dublin until Saturday 23rd December, and is expecting a turn-out of over 50,000 people.

The seasonal delights on offer include an interactive Virtual Reality ski experience, a snow globe photo opportunity, a ski-lift photo booth, a Santa’s Grotto, carousel rides, and more. Mulled wine, handmade gifts and a range of foods are all for sale within the free-to-attend village, while a full Après band and in-house DJ provide a soundtrack each evening within the ticketed Après LODGE.

Special musical guests are set to include Spring Break, Cosmic Funk and Attention Bebe.

Après Dublin is also partnering with Irish charity Inner City Helping Homeless which provides resources and provisions to Dublin’s homeless. Organisers are providing a Christmas present wrapping service in return for donations to the charity.

Because is a creative experiences agency with studios around the world. Amongst current and past clients are Renault, Lego, Glenfiddich, BP, Reebok, Evian, Carlsberg and Dulux,

The picture shows Cool Runnings actors Doug E. Doug and Rawle D. Lewis with one of the guests at the launch of Après Dublin.

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Carling has launched a new on-pack promotion giving consumers the chance to win an array of Premier League prizes, including the trophy itself.

Working in partnership with the Premier League and Sky Sports, the ‘Win The League’ campaign will give Carling drinkers the opportunity to get their hands on the famous silverware, allowing winners to take the Premier League trophy back to their home, their workplace, their local pub or even their own grassroots football club.

Running until the end of September, consumers who purchase promotional packs of Carling will be in with a chance of winning Premier League prizes every day. To enter the competition, consumers will need to download the Carling Tap app on iPhone or Android devices and use it to scan any Carling can or bottle in a promotional pack for their chance to win. Within seconds of scanning, fans will find out whether they are one of that day’s many winners.

The promotion is available across packs of Carling lager, Carling Premier, Carling Apple Cider, Carling Black Fruits Cider and Carling Citrus Twist which are labelled with ‘Win Premier League Prizes Every Day’.

On top of the trophy, other prizes include Sky Q packages for an entire year with all Sky Sports channels included and an Ultra High Definition TV, Premier League tickets, signed Premier League shirts, Now TV Sky Sports day passes, official Nike Premier League footballs and more.

There are 12 Sky Q packages to be won, including a year’s subscription including Sky Sports and Sky Cinema plus a 43” UHD TV; 10,000 NOW TV Sky Sports day passes; 92 sets of four Premier League Football match tickets; 500 Nike Strike Premier League Footballs; 40 signed Premier League shirts; 1000 coupons redeemable for a four pack of Carling Premier lager; and the star prizes, eight Premier League Trophy days.

Each Premier League Trophy day prize consists of one day with the Premier League trophy (9.00am until 9.00pm) at a location chosen by the winner (but approved by the Premier League) before the start of the 2018/2019 season. Security staff will be required to stay with the trophy at all times.

The campaign will also be supported by Out of Home advertising and social media content.

Jim Shearer, Carling Brand Director, says: “Our latest promotion gives fans a chance to get even closer to the league they love through a whole raft of exclusive Premier League prizes. The Premier League and Carling go hand in hand, and we know that big sporting occasions drive sales of alcohol for the off-trade, so this promotion has the potential to be one of our most successful to date.”

At the start of last season Carling became the Official Beer and Cider of the Premier League, having previously been title partners of the Carling Premiership from 1993 up until the 2001 season.

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Swedish fruit cider brand Rekorderlig will be offering consumers across the UK the chance to immerse themselves in Scandinavian style, drink and culture this summer and feel ‘beautifully Swedish’ as it embarks on a 38-day ‘Lagom’ tour of the country.

Inspired by the cool, effortless Scandinavian lifestyle, Lagom is the theory that ‘just enough’ is the perfect amount of everything, and it’s the latest Scandi trend to hit the UK. The campaign, run by real world marketing agency Sense, will share the Lagom philosophy with visitors, while they enjoy the perfect accompaniment – the refreshingly balanced flavours of Rekorderlig.

Sophie Erskine, Brand Manager for Ciders at Molson Coors Brewing (UK), says: “Using a typically Swedish fusion of high-end design and modesty, we want to show people first hand that we’re refreshingly different and a brand you can rely on and trust. Guests to our range of experiences will also be invited to take a ‘Beautifully Swedish’ selfie and share it through their favourite social media channels. Plus, they’ll be introduced to ‘the perfect serve’ – tips on the best ways to enjoy Rekorderlig.”

The tour consists of four different types of activation. City centre sites, including London, Birmingham, Portsmouth, Brighton, Canterbury, Cardiff and Manchester, will feature a specially designed #StartTheSwedishWay Rekorderlig Swedish-style holiday hut van, while branded trikes will target a number of Tesco supermarkets and will also visit bars and pubs along the route. Finally, Rekorderlig brand ambassadors will also be visiting offices to deliver gift boxes including bottles of four of the flavours, plus a selection of fruit and ice to make the perfect refreshing summer drink.

Sense launched Rekorderlig’s experiential campaign in London in mid-June 2017, and it finishes in Glasgow at the end of July.

Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation. It recently won the IPM Awards 2017 Grand Prix for its 2016 ‘Discomfort Future’ campaign for The Economist.

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Building on its successful brand activations in Sheffield, Birmingham and Dublin last year, beer brand Coors Light has been giving Glaswegians the chance to sample “ultimate refreshment” by taking the Ice Cave from its TV ads to the Scottish city, to coincide with a number of other events.

The Jean Claude Van Damme-led TV campaign was brought to life in Glasgow from May 19-28, transporting locals into an atmospheric ‘Arctic raver’ underworld designed by celebrated architect Zaha Hadid. Upcoming DJs were on hand to spin the latest sounds in association with Mixmag, while Coors Light was on tap.

Met by Coors brand ambassadors dressed in full winter gear as if fresh from the Rocky Mountains, Ice Cave guests were equipped with thermal capes designed to keep them warm in the freezing temperatures. Revellers could then ‘chill’ with a refreshing can, pint or sample a range of branded Coors cocktails.

Ali Pickering, VP Global Miller Brands at Molson Coors, said: “For Coors Light, it’s not just about delivering refreshing, great tasting beer, but ensuring we consistently engage consumers with incredibly unique experiences that they’ll never forget, and on that front, the Coors Light Ice Cave certainly delivers.”

Joanna Wharton, Senior Account Manager at ‘real world’ marketing agency Sense, which is running the campaign says: “The aim is to provide an unforgettable experience that captures the fun and energy of the brand by creating the best possible atmosphere to enjoy an ice cold Coors Light. It’s also a great place to discover local talent and up and coming artists.

The Coors Light Ice Cave ran alongside Glasgow’s Electric Frog & Pressure Riverside Festival, a celebration of electronic music. Other events coinciding with the Ice Cave’s Glasgow residency include the Scottish Boat Race (May 20) and the Food Truck Festival (May 20-21). There was also a collaboration with Glasgow’s SubClub.

Admission was free and could be booked at coorslight.co.uk/icecave, but tickets had to be booked in advance.

The Coors Light Ice Cave will also visit Manchester later in the year.

Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

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Molson Coors has launched two linked Coors Light ice-themed promotions, fronted by Jean-Claude Van Damme. The latest offers consumers the chance to win ‘once-in-a-lifetime adventures’ to a rave in the Coors Light ‘Ice Cave’ in Les Arcs, France plus thousands of other prizes.

There are two separate prize promotions, one on-pack for the off-trade and the other entered via social media for consumers in the on trade.

The on-pack promotion involves consumers buying a promotional pack of Coors Light, then entering a Unique Reference Nunber (URN) found on the packaging at https://www.coorslight.co.uk/en/ice-cave. Weekly draws started in August and will run until the end of October 2016, with a final mop-up prize draw at the end of June 2017.

Five winners selected through the weekly prize draws will win a trip for themselves and three friends to a rave in the Coors Light Ice Cave in Les Arcs, including flights to Lyon, a range of activities, two nights’ accommodation plus the party itself.

Other prizes in the weekly draws include 25 Coors Light branded sunglasses, 2000 Coors Light Branded beanie hats and 75 Coors Light branded ski jackets. The prize for the mop-up draw is £500.

In the on-trade promotion, consumers have to buy a pint of Coors Light, take a picture of it and then post the image to Instagram or Twitter with the hashtag #ICECAVE. This promotion starts at the end of August and finishes on October 6^th 2016. Prize draws will take place every Wednesday from September 7^th through to October 7^th, with a total of eight winners.

There are 400 runners-up prizes of £15 worth of album downloads which can be redeemed via iTunes or Amazon.

Ali Pickering, portfolio brand director at Molson Coors, says: “For us, it’s not just about delivering refreshing, great tasting beer but ensuring we consistently reward our loyal customers with exciting brand campaigns and promotions, and ‘Party in the Ice Cave’ is no exception. Consumers will have the chance to embark on an incredibly unique experience that they’ll never forget.”

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Molson Coors, one of the UK’s biggest brewers, has revealed Carling’s promotional plans in the lead up to 2016’s ‘summer of football’, centred around the Euro 2016 torunament.

In the off-trade, fans can get £20 off the price of a club or country shirt with Kitbag.com when they purchase packs of Carling. Customers picking up 4-packs of Carling will be able to redeem their discount via the Carling iPint app. Those buying larger Carling pack sizes and x15 packs of Carling British Cider can claim their discount by visiting Kitbag.com/Carling and entering their unique URN code.

Those choosing to watch the action at home will have the chance to purchase a brand new TV at a fraction of its retail price. This summer, Carling will be launching its new ‘Pay Per Inch’ promotion where consumers have the chance to purchase a brand new TV for the price of its screen size, on a first come, first served basis – for example, a 55” inch television will set customers back just £55.

Molson Coors will also be supporting over 3,000 pubs and bars with promotional materials to use in their venues, such as external banners to promote games, bespoke bunting, posters and bar runners and special 4 pint ‘football’ pitchers to ensure Carling is served in the best possible way.

Jim Shearer, Carling Brand Director at Molson Coors, says: “Following the exciting news that we have signed a three year partnership with the Premier League, Carling’s link with football is stronger than ever. We’re absolutely committed to championing the football-watching experience for fans by unlocking value in the on- and off-trade around this huge sporting occasion.”

News of Carling’s planned activity around the 2016 summer of football follows the recent announcement of Carling’s three-year partnership with the Premier League. By deepening its long-standing relationship with football, Carling is aiming to further enhance its relevance and connection with football and mainstream lager drinkers. The partnership will run from June 2016 until the end of the 2018/19 season.

Carling, like many brands, is very carefully referencing the ‘summer of football’ without explicitly naming the Euro 2016 tournament, because it is not an official partner of Euro 2016. The official Euro 2016 alcohol partner is actually Carlsberg.

Molson Coors Brewing Company is one of the world’s largest brewers with a diverse portfolio of owned and partner brands, including signature brands Coors Light, Molson Canadian, Staropramen and Carling.

In the UK and Ireland, Molson Coors has a market share of around 20% of the UK beer market and a portfolio that includes Carling, the UK’s best-selling lager for three decades, Coors Light, Cobra, Grolsch, Doom Bar, Worthington’s, Caffrey’s, Singha and a range of speciality beers.

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