Carlsberg launches £15 million Danish-themed marketing campaign

Mads Mikkelsen
26/04/2017 - 09:14
Brewery group Carlsberg has launched a £15 million integrated marketing campaign called “The Danish Way” to focus on its Danish history.

The campaign will see Danish actor Mads Mikkelsen who will play the role of a modern philosopher cycling through Denmark contemplating secrets to the nation’s happiness.

Liam Newton, vice president of marketing at Carlsberg UK, said: “Denmark is known as being one of the happiest nations in the world, and their philosophy on life forms the centerpiece of our campaign.

“Consumers will see Carlsberg sharing the Danes’ rituals and philosophies throughout the year, helping them to live life the Danish way.”

The marketing campaign will target packaging, TV, cinema, out of home and digital channels. A TV campaign will run for four weeks starting in May, with a second burst due in September.

The marketing campaign comes after Carlsberg and Carlsberg Export brands rolled out new Danish-themed packaging in February. A marketing drive has also been developed in partnership with app Shazam to enable users to photo-scan the Carlsberg Export branding.

Newton said: “Some consumers see mainstream lagers as interchangeable, and we know from extensive research that it’s incredibly important for them to be aware of the heritage of the individual brands they consume.

“We want our campaign to celebrate our Danish origins and bring new meaning to the iconic ‘probably’ line.”

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