Molson Coors (UK & Ireland) has selected The Red Consultancy to be the new PR partner for Carling, the UK’s best selling lager for over three decades. Red’s social media division, Shiny Red, was also chosen to implement an integrated social media programme.

Chris McDonough, Marketing Director at Molson Coors (UK & Ireland) said: “We are delighted to be able to announce the appointment of The Red Consultancy and Shiny Red.   They offer an excellent proposition which we believe can support Carling’s new positioning which sees us aim to broaden Carling’s appeal and consumer footprint while maintaining its number one status.”

The new Carling positioning is part of a strategy to see the UK’s best selling lager become a two billion pint brand. Backed by a £7.3 million investment, Molson Coors (UK & Ireland) will deliver new brand plans and products for Carling alongside a new National TV campaign breaking in September.

Red’s Chief Executive, Mike Morgan added, “Having run integrated campaigns for Molson Coors’ world beers including Grolsch, Corona Extra and Cobra over the last 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’s new positioning.”