Carling launches ‘Chill until Blue’ campaign

Specialist printer B&H Colour Change has teamed up with Belfast-based promotional marketing agency Elevator to create 5,000 thermochromic chiller indicator POS cards to support the launch of the new Carling Thermochromic Can in the Northern Ireland off-trade.

The chiller indicators display a thermochromic area in the shape of a can which turns a vivid blue when 6degC is reached, showing the Off Trade Take Home market that Carling Cans of Lager have been chilled to the optimum correct drinking temperature within their chiller cabinets.

The high visibility Point of Sale Summer Campaign running throughout Northern Ireland’s Off Trade Take Home Market has been launched to highlight the importance of consumers purchasing ‘chilled’ lager in the off trade. The POS reinforces the message of the new thermochromic Carling can – and is part of the whole ‘Carling Chill – Cold You Can See’ campaign which also includes other POS such as chiller and window vinyls, large can cut outs and fridge stickers enabling the trade to show their customers their commitment to providing ‘chilled’ beer.

The technology is used on the new Carling Can so that consumers can physically see when the can is at the optimum temperature.

Gilly Beaumont, marketing managing, B&H Colour Change, commented: ‘We are delighted that our thermochromic inks have been used as part of Carling’s Campaign in Northern Ireland.  Our chill reactive thermochromic inks, which can be seen on B&H’s newly launched drinks website www.drinkspromo.com, lend themselves perfectly by reinforcing the fact that Carling beers should be consumed chilled at 6degC for optimum taste.’