Coors is to splash out over £10m in a bid to get one million people back in pubs in 2009.
The brewer has promised to double last year's £5m on-trade marketing and promotion spend through its Carling brand, including the launch of a 99 calorie bottle of lager aimed at women.
Its campaign for 2009 focuses on two goals — incentivising over 1m people to visit their local pub through targeted offers promoting their local and increasing pub profits through a range of tailored promotions designed to increase the rate of sale.
"This commitment to increasing investment in order to stimulate the beer category and incentivise one million people to revisit their local pub or club continues across all of our marketing plans," said Carling director of marketing Martin Coyle.
"This includes Carling's biggest advertising TV spend in years reaching over 80% of 18-34 year old men, the renewal of the Carling Cup for another three years and the launch of the 99 Calorie bottle targeting female consumers. In 2009 we are committed to driving the beer market forward."
Coors 2009 programeJanuary: "You know who you're mates are" campaign back on TV.February: 100% British Barley campaign burst.March: Carling Cup final.May: 1m people back in British pubs campaign.June: Launch of 99 calorie bottle targeting women.