The activity will span point-of-sale and in-store digital advertising linking the brand with the summer.
The campaign follows a full redesign of the Carling Zest range in May to improve pack standout on shelf and make the aisle easier for shoppers to navigate.
Jim Shearer, brand director for Carling at Molson Coors UK, said: “In an increasingly crowded low-ABV market, it is important we support retailers by offering brands that create disruption, land a flavour-first message, and ultimately can gain cut through on the aisle.
“That’s why, following our packaging redesign last month, we’ve chosen to launch this media campaign as we look to further enhance our position in the market, developing a clear occasionality link with the Great British summer in a vibrant, eye-catching way.”
The Carling Zest campaign will run in two bursts and complement the wider Carling brand activity, including the £5.4 million Carling British Cider media campaign announced earlier in the month.