Carlsberg has launched a £15 million integrated marketing campaign called The Danish Way, aimed at revitalising its brands in the UK with a premium positioning.
The campaign sees the brand emphasise its Danish roots, with the nation’s philosophy on life forming the centerpiece of activity across packaging, TV, cinema, out of home and digital channels.
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 re-appraise the brand through its rich history and Danish provenance.
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.
“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.”
