Born British

Between 10 and 24 July 2014 this campaign launched a new product, Carling Cider in SPAR and CBA stores. The promotion was a breakthrough in in-store communication: by adapting the characteristic Carling British Cider television commercial to store conditions it basically digitalised in-store advertising. In 31 Interspar stores and in the top 28 CBA stores a wide range of modern POS tools were used and the brand’s message reached 5 million customers, mainly men in the 26-40 age group. By the end of the campaign Carling Cider doubled its market share if compared with the July 2013 level. In the campaign period SPAR and CBA stores realised 25 percent of their annual Carling volume sales.