Carling— Brand
Walkers are the below the line (BTL) agency for Carling on the island of Ireland. Our remit is to provide design support and sales promotions to the on and off trade. The requirements are far reaching but essential to the growth of Carling in Ireland.
Work carried out by Walkers
We are responsible for sales promotion, creating activity to run in both on and off trade venues to encourage paid for trial of Carling knowing that once they try we can be confident of converting them to the brilliantly refreshing taste of Carling.
We are responsible for driving rate of sale and winning share form competitor brands. We need to interrupt consumers at the point of purchase and give them a reason to try Carling. This includes everything from concept creation, entry mechanic and management of the promotions.
We support Carling in producing designs for sales presentations, infographics and trade press to assist in securing new accounts or increase volume of keg purchase. This is an essential role to help secure customer (bar and off trade owners) buy in and best positioning.
Success
During the three years of our partnership we have helped Carling become the number 1 brand in the standard lager category and the number 5 brand overall across the Ireland of Ireland. In the past year alone there have been over 11 million pints of Carling sold in Ireland with the brand growing 32% year on year. It’s a success story that continues to grow.
