Carling has partnered with former Bolton Wanderers goalkeeper Jussi Jääskeläinen for a new regional campaign celebrating local pride and sporting heritage.
Carling one of the UK’s best-known beer brands, renowned for its commitment to quality, community, and shared moments. With a rich heritage spanning decades, Carling has built a reputation for bringing people together from celebrating local legends to supporting events and campaigns that reflect the spirit of the communities it serves. The initiative spotlights Jääskeläinen in a setting in Bolton, paying tribute to his deep connection with the area and his long-standing legacy with the club. The image, originally captured by chance, perfectly encapsulates the spirit of community that Carling continues to celebrate across the UK.
Recognising the authenticity and local relevance of the photograph, Carling worked with MN2S Licensing to secure rights to use the image in their marketing. The agreement allows the brand to feature the photo across out-of-home and digital advertising within the Bolton area, ensuring the campaign remains rooted in the community it represents.
This collaboration highlights Carling’s commitment to honouring local legends and the people who define their hometowns, a message that resonates strongly with fans across the region.
Why Regional Marketing Works
Regional marketing allows brands to connect with audiences on a deeper and more authentic level. By tailoring campaigns to a specific area, brands can celebrate the people, places, and stories that resonate most with local communities, creating a stronger emotional bond and a sense of shared identity.
For Carling, featuring Jussi Jääskeläinen in a campaign centred around Bolton ensures that the message feels genuine and relevant. Localised campaigns like this foster pride and recognition, building trust among consumers who see their own community reflected in the brand’s storytelling.
In an era of mass media and global reach, regional marketing stands out by focusing on connection over scale. It reminds audiences that while a brand may be national, its roots and its values are grounded in the everyday lives of local people and makes the campaign feel that more personal.
The licensing deal was facilitated by MN2S Licensing, negotiating usage for Carling with the image and ensuring the partnership reflected the brand’s values of authenticity and community.