Carlsberg is ramping up its efforts to drive reappraisal of the brand following the recent launch of its new Pilsner variant, which the Danish brewer hopes will revitalise its sales in the UK.
A new 30-second advert will air tonight on ITV featuring its ‘brand philosopher’ and actor Mads Mikkelsen (see below).
Following OOH, digital, and social media activity for the new Carlsberg Danish Pilsner over the last month, the UK-specific TV ad will run throughout the summer.
In the ad, Mikkelsen confesses that “in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered”. After enjoying a pint of new Pilsner, he hints at what happened to the person responsible for the old beer in the UK.
Liam Newton, VP of Marketing, said: “At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. In order to live up to our promise of being ‘probably the best beer in the world’, we had to brew a better one. So we’ve completely rebrewed Carlsberg from head to hop in order to create a crisper, fuller flavour.
“The aim of our marketing campaign is to get consumers to try our new Carlsberg Danish Pilsner and drive re-appraisal of the brand in the UK. It’s been great to see the reaction so far, and we hope drinkers will respond to the humour of our new TV ad, starring Mads Mikkelsen, by trying Carlsberg Danish Pilsner this summer.”
NAM Implications:
- Fingers crossed that the public will take at face value…
- And not feel that what they thought was ok, was not, in retrospect…
