Carling is the UK’s number one lager but was becoming less appealing to younger drinkers – they saw it as a mass-produced lager with no real story and a dated brand voice – in a market becoming increasingly driven by craft brews with authentic narratives. Our brief therefore was to redefine what it means to be a Carling drinker in modern Britain. To shift the narrative on from the cliché ‘epic-fail-lager-lad-write-off’ and drive a step change in brand health, appealing to a new generation of doers and drinkers (without alienating the core). We needed to drive reappraisal by revealing not just the hidden qualities of our product, but the people that drink it and the places it’s enjoyed in – to celebrate the attitudes and aspirations of our drinkers and show there’s more to these communities than meets the eye in a genuine and engaging way.

Carling is made locally in Burton-on-Trent –a seemingly unremarkable market town in the middle of Britain. The fact the nation’s favourite lager is brewed in a small town in the heart of country was such a surprising success story, we were excited to turn the spotlight on people who were doing the same – doing what they love and creating community and success around it, in the places they live. In summary, a country-wide celebration of ‘Making It Where We’re From’.

We wanted to challenge preconceptions about people and regions of the UK – quite literally going ‘behind the label’ and showing surprising success stories from underrepresented areas. We created a documentary series to tell tales that were engaging and authentic. This documentary introduces viewers to the characters of Middlesbrough’s Pigeon Rolling scene –to understand this unusual sport but also to see the universal makers of success, dedication and community.

The lager category had lost its way, full of tired clichés and idiotic-male-behaviour

stereotypes that showed no respect for the mainstream drinker. Carling was complicit and struggling for relevance as a result.

Our job - drive brand reappraisal to appeal to a new generation of doers and drinkers, redefining what it means to be a Carling drinker in modern Britain.

Our communications strategy - reveal the hidden qualities of our product and audience; there is more here than meets the eye. Authenticity. Drive. A desire to make things that contribute to culture, community, this place we call home.

Our work would shine a light on our provenance and celebrate the attitudes and aspirations of our audience. Men and women brimming with potential. Those who know what it takes to make it today. Who stand up, set their sights, and get stuck in. Making things happen in their own backyard.

- Short form documentary

- Commercial release- 2nd February 2019

- Target Audience- 18-35 year olds

- Featured on the Carling website and Youtube

The Made Local campaign, whilst only having launched 11 weeks ago, has captured the imagination of both consumers and media alike, generating significant press coverage including TV and radio across stations such as Sky News, iTV and the BBC.

Within the first month, our Made Local films have generated 18 Million views across Facebook, Instagram and Snapchat, including a Twitter takeover on the day of launch that reached over 6 Million of our audience.