Client: Carling Live 24
Britain’s No. 1 lager brand Carling was until recently by far the biggest music sponsor in the country. The brand was looking to appeal to the 18-24 year old males across Britain but with particular attention to London where the competition from premium continental brands was more fierce.
In addition to the brand’s nationwide venue pouring and naming rights deal with the Academy Group and Mean Fiddler for the Carling Weekend Reading and Leeds Festivals and working with key partners in the music industry.
During his time with Cake Justin Crosby was responsible for creating new music properties and co ordinating marketing activity that delivered a compelling point of difference for the brand and raised the bar in British music sponsorship.