The campaign aims to capitalise on the increased interest in the quality and sourcing of food and drink among consumers.
Poster ads are appearing on 7,000 sites across the UK and the campaign will also feature in sponsorship ads around movies on ITV2, 3 and 4.
The “100% British barley message” will also appear on cans and outer packaging.
Martin Coyle, Coors’ director of Carling, said: “We’ve refreshed our can design and promotional materials to talk more about the British barley in our lager.
“This follows a decision on our part to talk to our drinkers more about how we brew Carling and the quality of the ingredients we use.”