Carlsberg to launch its new global ‘That calls for a Carlsberg’ campaign in Australia on FTA tonight
Carlsberg, one of the world’s most well-known premium beers, has launched a new global campaign across more than 140 markets.
Created by Fold7, London, It will be unveiled in Australia for the first time with a new TVC premiering tonight during the prime time AFL and NRL game broadcasts on free-to-air television.
Re-launched globally in April, Carlsberg has revealed a new global tagline ‘That calls for a Carlsberg’, which pays tribute to those who are constantly striving to achieve.
The Australian campaign focuses on the innovative history of the Carlsberg Brewery and its discoveries that inspired the brewing industry. The 15 second TVC honours one such innovation, where Dr Emil Christian Hansen in 1883 developed a method for producing the first clean yeast.
This was an extraordinary discovery of technology and one that Carlsberg founder, JC Jacobsen decided to freely share with the world, revolutionising beer production on a global scale which is now used in most modern lagers today.
Australian brand custodians, Carlton & United Breweries marketing manager for international brands, Chris Maxwell, said of the new campaign: “This is a step towards growing this premium brand in the Australian market. Carlsberg have a rich pioneering history that changed the course of the brewing industry forever, but until now the brand hasn’t enjoyed the same recognition as some of the other European brews in Australia. It’s time to tell the Carlsberg story and this campaign is just the beginning.”
As part of the brand relaunch, Carlsberg has updated its image with a fresh new packaging design that provides far greater visibility on shelf. This aligns with the global brand look, while retaining the unique green embossed Carlsberg bottle.
Carlsberg has also launched a new website , global Facebook page (http://www.facebook.com/Carlsberg) and free iPhone app “C-Quotes”, where users can read featured inspirational quotes from authors, celebrities and philosophers.The campaign media plan was developed by MediaCom, with creative adaptation by Urchin Associates and the campaign will be supported by public relations activity that will roll out over the next few months. Carlsberg is brewed under license in Australia by Carlton & United Breweries.
7 Comments
That is fucking awful. Proof that crap ads can come from anywhere.
What a piece of forgettable crap. Oh the magic yeast!
Yawn.
Which is sad, because Carlsberg has probably done some good stuff in the past.
The logo is the hero.
They may as well have just used the CMO’s face because it would have been just as compelling.
Carlsberg. Probably the worst beer ad in the world.
Typical client crap. “Just tell them about the attributes and they will love it”. What is this, 1962?
…even I’m not that bad.