Carling Expands Hse Cake Partnership
Carling has expanded its long-standing relationship with HSE Cake to include partnership strategy and activation, experiential, PR and social media in the UK and globally.
Over the last decade, HSE Cake has produced campaigns for Carling – from the ‘Cold Beer Amnesty’ to London’s first ever 24 hour live music event. Most recently, HSE Cake facilitated Carling’s three-year partnership with the Premier League running from June 2016 as official beer of the Premier League.
Building on the ‘Shirt Amnesty’ initiative, Carling kicked-off the summer with its ‘Pay Per Inch’ campaign, giving football fans the chance to win a new TV for the price of its screen size. To drive fan engagement, HSE Cake gave one of the moments of The Godfather the footballing treatment, in a social media film entitled The Guv’nor, featuring Paul Ince and Jimmy Bullard, and helped sell the TVs out in record-breaking time.
Jim Shearer, Carling brand director said: “HSE Cake helped us become the brand most associated with music amongst men aged 18-24 by creating unforgettable experiences. Now, HSE Cake’s skills, experiences and passion will be at the heart of our team as we work with our unrivalled network of pubs and retailers, to use our unique access to the Premier League, alongside our existing partnerships with Sky and UMG, to give Carling drinkers more reasons to get together and keep the stories going long after the final whistle has blown.”
Adrian Pettett, CEO for HSE Cake said: “Having been a proud part of the Molson Coors family for 15 years, we’re honoured to become Carling’s lead partnership agency. We’ve enjoyed countless award-winning campaigns together with Carling by focusing on entertaining people, and are now looking forward to helping them take the brand onto another level through their world-class football and music partnerships.”
HSE Cake will also manage Carling’s relationship with Universal Music Group, a Vivendi partner of Havas, which will see unique opportunities and rewards being offered to consumers from the world’s biggest music label.
