Drinking Danish is more relaxed
Beer marketing The new Carlsberg campaign "Wish I were elsewhere" by the Geneva-based agency Simko is set to make the leap onto the international advertising stage.
Beer marketing The new Carlsberg campaign "Wish I were elsewhere" by the Geneva-based agency Simko is set to make the leap onto the international advertising stage. Even the hot summer has not brought about a turnaround in declining beer consumption in Switzerland. Consumer behavior, which has remained unchanged for years, also seems to be resistant to capricious weather conditions. Those who felt thirsty switched to other thirst-quenchers even in record heat, but the Swiss Beer Brewers' Association is unconcerned about this. It continues to confidently proclaim that beer is the "most popular drink of the people". The Danish group Carlsberg also advertises its eponymous brand just as confidently and claims to produce "probably the best beer in the world". If you look at its sales performance since its launch on the domestic market almost two years ago, the English claim doesn't seem so boastful: demand for the Danish barley juice has grown by almost 40 percent this year. "To be fair, I have to emphasize that we are rebuilding the brand," admits Senior Brand Manager Massimo Di Dia. In other words, the revitalization is linked to an aggressive acquisition policy, primarily in the catering sector and then also in retail, which has been planned since the takeover of Feldschlösschen Getränke AG but has not yet been implemented. This has only changed this year, explains Di Dia. Carlsberg is to become the strategic premium brand among the company's own ten beer brands. The aim is to stand up to the other two competitors with comparable volumes - Heineken and 1664.
At an international level, Carlsberg has been working on a repositioning that aims to bring the brand closer to consumers without losing its cosmopolitan, urban character. In addition, the beer should appear more contemporary and humorous. The new brand essence is "Drink with a world of friends" and is based on the social aspect of drinking beer.
While the Group is sticking with the Subway commercials in markets where alcohol advertising on TV is permitted, it has abandoned the visually strong but emotionless truck campaign for all other markets. Instead, after a few months of strategic reflection, the new international campaigns and country-specific creations were tested.
Simko's realization "Wish I were elsewhere" showed the highest potential. Pedro Simko proudly explains: "We visualize the 'Carlsberg moment' in which the consumer is himself, relaxed and natural. To do this, we juxtaposed a stiff situation with the same people in a relaxed atmosphere." There is no question in which beer-soaked world the viewer feels more comfortable.
And just as this imaginary viewer prefers a beer with friends to an opera or other exclusive event, the preference for this campaign also seems to be crystallizing on a global basis. "This fall, we will present the campaign to the other countries, which will certainly make use of their buy-out rights," Di Dia believes. And that would be a good two dozen markets.
Has a good chance of going around the world as a beer advertisement: Simko's campaign shows the Carlsberg drinker as a friend of beer-soaked rounds.
Luca Aloisi
At an international level, Carlsberg has been working on a repositioning that aims to bring the brand closer to consumers without losing its cosmopolitan, urban character. In addition, the beer should appear more contemporary and humorous. The new brand essence is "Drink with a world of friends" and is based on the social aspect of drinking beer.
While the Group is sticking with the Subway commercials in markets where alcohol advertising on TV is permitted, it has abandoned the visually strong but emotionless truck campaign for all other markets. Instead, after a few months of strategic reflection, the new international campaigns and country-specific creations were tested.
Simko's realization "Wish I were elsewhere" showed the highest potential. Pedro Simko proudly explains: "We visualize the 'Carlsberg moment' in which the consumer is himself, relaxed and natural. To do this, we juxtaposed a stiff situation with the same people in a relaxed atmosphere." There is no question in which beer-soaked world the viewer feels more comfortable.
And just as this imaginary viewer prefers a beer with friends to an opera or other exclusive event, the preference for this campaign also seems to be crystallizing on a global basis. "This fall, we will present the campaign to the other countries, which will certainly make use of their buy-out rights," Di Dia believes. And that would be a good two dozen markets.
Has a good chance of going around the world as a beer advertisement: Simko's campaign shows the Carlsberg drinker as a friend of beer-soaked rounds.
Luca Aloisi
