Carling were looking to stretch their brand into new occasions to defend against the Craft Beer and Cider revolutions.
We developed a number of white space opportunities which led to connecting 3 core consumer motivations – refreshment, flavour and lightness. We developed a number of ideas in the epicentre of these. The most famous is Zest.
Carling Zest was intended to be a limited edition. Strong sales performance has ensured it has become a key part of the portfolio all year round and inspired launches from Carling’s competitors.