Carlsberg, the world's fourth largest brewer, is launching a new global brand repositioning. The advertising campaign supporting this launch has been led by integrated agency Fold7.
The campaign kicks off in over 140 markets on April 5th and will involve TV spots, print and outdoor. A product-led campaign will also run alongside.
Fold7's brief for the campaign focused on making Carlsberg a more valuable asset within the company's brand portfolio. The response was to focus the brand around a universal human truth - the connection between endeavour, achievement, quality and pleasure. This connection is captured in the new tagline ‘That calls for a Carlsberg’, reflecting both the effort that goes into making a product of Carlsberg’s quality, and the parallel with the pleasure gained from an ice cold beer after doing a good deed.
The opening campaign features landmark moments in history, giving them a twist and placing Carlsberg as the reward for these achievements.
“Fold7 has done an amazing job bringing our Carlsberg Brand idea to life with a complete campaign of genius ideas and world class executions. They have worked non-stop to deliver this work with a never-ending determination to make the work even better at each and every stage,” said David Robertson, marketing activation Vice president for Carlsberg.