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Carling puts premium variant Chrome on TV

Carling is matching rival Foster's investment in marketing a premium variant by unleashing a £7m marketing campaign for Carling Chrome, which includes the brand's first TV ad.

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The ad, called "anticipation", will make its debut on 21 February during the Brit Awards. It has been created by VCCP Blue and features 'Get it On' by T Rex on the soundtrack.

It tells the story of a couple getting ready for a night out. The man notices a Carling Chrome poster and begins to anticipate drinking the lager. The scene then changes to show the couple entering a bar to meet their friends and drink Carling Chrome.

The overall campaign includes video-on-demand, cinema, outdoor and press. Of its 18- to 34-year-old target audience, 97% are forecast to see the campaign during February and March.

Mike Read, brand director for Carling, said: "Since Carling Chrome was launched in August 2011 we have secured strong distribution across the on and off-trade, and now we are aiming to build on consumer awareness with an exciting, high profile ad campaign."

Carling's activity comes just two weeks before a new £7.5m push for Foster's Gold, also launched last summer, which includes a second TV ad.

This article was first published on marketingmagazine.co.uk

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