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Carling Black Label introduces new branding

Molson Coors Canada has undertaken a rebranding initiative for its Carling Black Label beer brand. The rebranding work, conducted by Central Station of Toronto, includes new positioning, new packaging and supporting materials for Carling Black Label, Carling Black Label Supreme, Carling Black Label Dry, Carling Black Label Extra Old Stock and Black Ice. The creative makes use of the striped graphic from the brand's original logo and focuses on the history of the product. Supporting communications for the new branding will begin in the third quarter of the year.

"The challenge of working with such an iconic brand is not to upset what makes it feel familiar to consumers," said Brad Monk, creative director at Central Station. "At the same time it's essential that the relaunch makes it feel new and fresh to allow it to win in one of the most competitive beer segments."

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