Although the adverts, including a new TV ad to launch on Friday, stop short of reviving the lager’s famous “I bet he drinks Carling Black Label” slogan, introducing instead the new strapline, “It’s good…but it’s not quite Carling.”
“While obviously inspired by Carling’s great advertising tradition, the new campaign is created for the iPhone generation of drinkers who share their smart phone content as part of bar-room banter,” explained Jeremy Gibson, brand director at brewer Molson Coors.
“The Carling brand has evolved over the last couple of years with the launch of Carling Zest and Carling British Cider. But this campaign is all about celebrating the nation’s favourite lager that consumers know and love, delivered with classic British wit and humour.”
The ad is set in a packed pool hall where one of the pair attempts a jaw-dropping trick shot but his triumph is short-lived as the white ball agonisingly trickles into the corner pocket.
A further two TV ads are in the pipeline, but in this first spot the baton is passed from Stephen Frost and Mark Arden, who stared in the ‘90s campaign and make cameo appearance in the ad, to the new “Carling heroes” Ben Righton and Mark Weinman.
The campaign will run until the end of the year and include poster, press and digital advertising as well as the TV ads.
Carling is also part of the PMA's We Heart Lager campaign.