Black label project

  • Steph Rohr

A project to re-connect Carling with their rich heritage within British culture.

Challenge Carling is the Uk’s favourite British beer, however it struggles to win the heart of Londoners. Creative Solution The Black Label Project reconnects Carling with its rich heritage within British culture, with a modern twist. A mini-series of one-off events pairing established British icons with emerging talent from a variety of artistic fields. The first event saw Underworld and Gorgon City record Cowgirl live to vinyl at Abbey Road studios. Success Positive reviews from the music press and the BBC. The BLP was the cultural strategic seed to how Carling behaves today.