Chill to Reveal
Carling cans featured a thermochromic panel to show when the beer is cool enough to drink.
Carling wanted to highlight consumer and trade awareness of this new feature, and use it as a way of encouraging off licences to keep their chillers well stocked during the summer months.
As such Elevator Promotions in Belfast created a point of sale campaign with display incentive called CHILL = Campaign Highlighting Inferior Lukewarm Lager.
The POS is going out into trade and one off licence will win a Carling Chiller. The chiller indicator is designed to support the campaign from inside the chiller as well as providing the trade with something of functional use.
Here you can see an excerpt from the sales presenter that was produced for the campaign, which will run in 200 off licences across Northern Ireland.