Ahead of the upcoming London 2012 Olympics and the Queen’s Diamond Jubilee, britishness has become one of the biggest trends on the market. Keeping up with this tendency, Molson Coors-owned Carling has launched the ‘Brilliantly British. Brilliantly Refreshing’ campaign, which is ramping up ahead of a momentous summer for the UK.

To amplify the campaign, design consultancy Echo has designed a new creative visualisation of Carling that incorporates the Union Jack and will feature across Carling’s outdoor, press advertising, and at the end of its current TV campaign.

Photo: A ‘Brilliantly British. Brilliantly Refreshing’ promotional visual

The new look will also be used on limited edition retail packs of 10, 12 and 20 Carling cans.

Echo has also designed an exclusive limited edition pack for Sainsbury’s featuring the Carling can with refreshing droplets over a monochrome Union Jack.

Photo: A ‘Brilliantly British. Brilliantly Refreshing’ promotional visual

“We are really excited about the new design delivered by Echo—it perfectly captures the essence of Carling as a proud and perfect refreshment with which to celebrate a truly memorable summer in Great Britain,” shared Michelle McQuillin, Carling Brand Manager.

Press ads of the campaign will run will from May 21 to June 5 across national newspapers, outdoor ads will run from May 28 to June 24 nationally, the TV ad will change to incorporate the new end creative from June 1, and the limited edition packs will be available from mid-June to mid-September.