Carlsberg is launching a new multi-million-pound campaign to share the story of the Carlsberg Foundations with UK consumers for the first time, aiming to show there is more to the Danish beer brand than meets the eye.
Featuring long-time Carlsberg brand ambassador Mads Mikkelsen, the campaign explores the work of the Foundations, which were set up by Carlsberg founder J.C. Jacobson and his son Carl in 1876 and 1902, making them some of the oldest philanthropic foundations in the world. Today, through the Carlsberg Foundations, almost 30% of Carlsberg’s global dividends go to supporting projects in the arts, science, and in developing the crops of the future.
In the ad, which will appear across digital channels including BVOD, YouTube, Facebook, and Instagram, and be supported through OOH activations, Mikkelsen is seen walking through scenes that showcase examples of the range of project areas the Foundations support. The ad will run for eight weeks, followed by further bursts throughout 2023.
Sam Johnson, Head of Marketing for Carlsberg, said: “We’re really excited to share the story of the Carlsberg Foundations with UK audiences for the first time. The Foundations truly showcase our belief that through making a better beer, we can make positive changes so it’s great to be able to shine a light on the progress our beers are helping to create. And we are pleased to once again partner with Mads Mikkelsen to help bring this fantastic story to life.”
NAM Implications:
- This initiative raises two questions:
- Why?
- Why now?
