Molson Coors is launching a new 99 calorie Carling bottle and plans to advertise for the first time in female-targeted media in a bid to promote beer as a lower calorie choice for women.
Director of marketing for Carling, Martin Coyle commented: “Research has shown that stating the calorific content of Carling will result in increased female appeal.
“Our brewing recipe and the beer remain exactly the same but by introducing a new bottle that clearly communicates the 99 calorie message, three quarters of the women we spoke to responded to the brand more positively.
“Carling’s calorie content is less than half the equivalent measure of wine and at 4% ABV, also offers a lower alcohol alternative for women who choose to enjoy a drink with their friends.”
The new 300ml 99 Calorie bottle 4-packs, 6-packs and 20-packs will be supported by a heavyweight above the line campaign from June in women’s magazines such as Closer, OK, Now! and Heat.
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