Carlsberg to confront lager decline with new campaign

Carlsberg is putting the spotlight on its history and Danish provenance as part of a new campaign in the UK.

The company is placing the emphasis on its Danish roots and is part of a multi-platform initiative designed at “confronting the long-term decline in the lager category”.

In addition to TV marketing, PoS and digital marketing, more 200,000 Carlsberg Export ‘København’ glasses will be available in the off-trade as a gift with purchase.

Liam Newton, vice president of marketing, Carlsberg UK explained: “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.

 “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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