The roadshow will centre around two branded Mitsubishi trucks, each of which featuring a giant bottle of Carling Zest set on a bed of ice.
The trucks will be driving into city centres on weekdays to conduct sip sampling activities, as well as dropping bottles of their product at selected offices throughout the country.
On weekends, the campaign will head to Sainsburys’ and Tesco stores, where customers will be offered a special pair of branded headphones with a purchase of Carling Zest.
Locations in Cardiff, Exeter, Bristol, Bath, Derby, London, Liverpool, Blackpool, Leicester and Chester will all be visited by the roadshow
Sally Banks, group account director at Sense, said: "The flavoured lager category has recently seen a lot of new competition, so we’ve focused this year’s activity on creating simple, eye-catching and memorable campaign which lets the flavours of the Carling Zest variants speak for themselves.
"We’re confident that consumers will be keen to engage and that the activity will drive incremental sales for Molson Coors."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .