Red’s social media division Shiny Red has also been selected to implement a social media programme.
Red and Shiny Red were selected following a pitch process revealed by prweek.com, that included Kaper, Resonate, Shine Communications and Pretty Green. The process was supported by ISBA.
The brief is understood to tie in with Molson Coors’ wider marketing strategy, to soften Carling’s ‘laddish’ positioning and make it more appealing to women.
Molson Coors (UK & Ireland) marketing director Chris McDonough said: ‘The pitch process has been both a demanding but incredibly rewarding experience. The quality of work presented from all agencies was superb but The Red Consultancy, along with Shiny Red, offered an excellent proposition that we believe can support Carling’s new positioning. We aim to broaden Carling’s appeal and consumer footprint while maintaining its number one status.’
The new positioning is part of a strategy to see the UK’s best-selling lager become a two-billion-pint brand. Backed by a £7.3m investment, Molson Coors will deliver new brand plans and products for Carling alongside a national TV campaign breaking during September.
Red chief executive Mike Morgan said: ‘Having run integrated campaigns for Molson Coors’ world beers including Grolsch, Corona Extra and Cobra during the past two years, we are now very proud to be adding such an iconic British beer brand to our portfolio.
‘We very much look forward to working with the brand team and agencies to support Carling.’