The advert sees Danish actor Mads Mikkelsen cycle to Carlsberg's brewery in Copenhagen.
Carlsberg has revealed details of a £15 million marketing campaign in the UK, designed to highlight the brand’s Danish heritage.
The new campaign, titled The Danish Way, will aim to revitalise its Carlsberg and Carlsberg Export lagers with a premium positioning reflective of its rich Danish provenance.
It comes after the brewer set about revitalising its flagship brand with a ‘bold’ relaunch of Carlsberg Export, announced in November along with plans for the £15 million spend.
Central to the campaign is a new TV spot, which will run in 60-second and 30-second cuts, starring Danish actor Mads Mikkelsen. Playing up to stereotypes people hold about Denmark abroad, Mikkelsen is seen cycling through the streets of Copenhagen, through typical Danish apartments and a ‘hygge’ forest picnic.
At the end of the commercial, he is seen drinking Carlsberg Export, featuring the brand’s new ‘København’ glassware and ‘Dansk’ font, which launched in the UK on-trade in January. It aims to reinforce the fact that Carlsberg makes the most widely consumed beers in Denmark.
Liam Newton, vice-president of marketing for Carlsberg UK, said: “Denmark is known as being one of the happiest nations in the world, and their philosophy on life forms the centrepiece 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.”
The campaign marks the start of a bold new marketing approach from Carlsberg in the UK, aimed at confronting the long-term decline in the lager category by helping key consumer groups and beer drinkers to reappraise the brand through its history and provenance.
A new trade marketing drive has also been developed in partnership with Shazam, the music app, and over 200,000 of Carlsberg Export’s new København glasses will be available in the off-trade as a gift with purchases, supported by in-store marketing.
The TV campaign will run initially for four weeks until 15 May, with a second outing in September. It will also appear across video on-demand channel and in cinemas across the country for an extended period, supported by short-form content rolled out across Carlsberg’s social media channels.
© FoodBev Media Ltd 2017