Echo was briefed last year to design the branding, primary and secondary packaging for Carling’s innovative new citrus beer, Carling Zest.
Molson Coors wanted a dramatic design to elevate the brand’s on-shelf presence and push its premium positioning. Competing as an alternative to summer drinks, such as cider, the design amplified the refreshing element of the beer.
Annette Middleton, Carling senior brand manager at Molson Coors, said: ”The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest’s summery appeal.”
Carling Zest is to be supported by a £1.9m campaign covering TV, press, outdoor and digital advertising and will be on sale until September 2012.
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