Carling’s top UK marketer on why purpose is a ‘dangerous word’

When Carling launched its ‘Made Local’ marketing campaign at the beginning of this year, many people assumed the beer brand had a new brand purpose.
The campaign, its first on TV in more than two years, champions local pride. It celebrates the brand’s hometown Burton-on-Trent and the people who live and work there, as well as community projects across the UK including an LGBT+-run football team in Wolverhampton.
However, Carling-owner Molson Coors’s UK and Ireland market