Carling spends £14m to Belong

Carling is cosying-up to consumers in a £14m campaign to make them feel more attached to the brand.

Despite being the country's top selling beer, brewer Coors says it dominates in a market where drinkers do not have a "genuine emotional preference" for any one brand.

The new push, which is part of a £45m package for the lager this year, hopes to establish the idea that Carling is for everyone, rather than following rivals who are focusing on presenting their brands as more exclusive, Coors said.

Running on TV and cinema screens as well as across outdoor poster sites, the 'Belong' campaign, goes live this month.

Described by Coors as "a new era of great, British beer advertising", the first burst features footage of starlings in flight "to celebrate the joy of togetherness".

Commercials on TV will be supported

by several poster executions including

'Loch Ness' and 'Cat and Mouse' which play

on the same idea.

Andy Cray, Carling brand director, said: "We're really excited about this new campaign, it's a step-change in lager advertising and will shake up the whole category.

"With 'Belong', we're getting to the heart

of what Carling is all about - a sociable

brand, sharing good times with your

friends."