This famous beer brand needed web copy to position their Carling Zest range as one of the greatest taste combinations ever made.
Writing copy for Carling Zest Citrus (below) and Carling Zest Red Berry (at the bottom), the style had to fit into Carling's existing humourous, care-free and friendship-orientated tone of voice.
It's deliberately more gender neutral than Carling's usual male-targeted tone, as both men and women buy and drink Zest. Written to present the brand as the beer of choice when hanging out with your pals, Citrus is targeted for summer drinking and Red Berry for all year round merry-making.