We celebrated the launch of the new Carling Black Label by bringing back a certain person (animal) that we knew would not only resonate with fans of the original but also excite a new generation of Black Label drinkers. Everybody, meet Skige! 🐿️
Yes, we brought back THAT 90’s squirrel, reimagining the original ad for today’s audiences. This included working with the original voiceover artist Stephen Frost and the OG squirrel handler, Trevor.
The course took over 100 hours to build – Skige was also in training for 3-weeks in preparation for the occasion.
Taking this from an idea and turning it into one that we knew would have desired earned cut-through, we supplemented our content with consumer research focusing on the trending topic of nostalgia, asking Brits what they would most like brought back from the 90’s.
To bring our research to life further, we delivered a new edit starring content creator Robbie Knox. Robbie also made content for his own channels that went live in-line with launch – this included a behind-the-scenes look documenting the squirrel shoot showing people we actually did do this.
40 pieces of coverage
+41% value Sales uplift during campaign period
90% research & video asset inclusion
262M+ earned reach
2.2M social reach
350+ brand mentions
