Cheers to creativity from Switzerland

Beer Saatchi & Saatchi Simko was allowed to tap an international campaign for Carlsberg from Switzerland, but it has not yet been decided whether the Swiss will be allowed to see the hot striptease on television. There are no erotic concerns here. The strip for Carlsberg is taboo on TV because of its alcohol content. What is certain, however, is that the Swiss TV commercial for the beer from Denmark will be used in 19 other countries. Account Director Jan De Schepper also sees no concerns for cinemas in Switzerland. However: "Each regional Carlsberg representative determines their own media plans, and the decision for Switzerland is still pending." The material is ready, however, as Carlsberg Copenhagen has entrusted the Swiss agency Saatchi & Saatchi Simko in Geneva with the creation of the global launch campaign for the new "Profile" bottle. Under the slogan "The new Carlsberg bottle takes off its clothes and shows its best side", the Geneva agency led by CD Olivier Girard produced a TV and viral spot as well as several print subjects and internet banners.
The lead for Carlsberg's advertising was previously with an agency in London. However, Saatchi & Saatchi Simko has already done good regional detail work twice for this beer, so that the development of a big idea has now also been moved from London to Geneva. "Saatchi & Saatchi Simko proves that it is also possible to develop creative work on a global level from Switzerland. The decisive factor for the agency decision was the convincing creative concept as well as the greater flexibility and customer orientation compared to agencies from London," explains Massimo Di Dia, International Brand Manager Carlsberg.
Andreas Panzeri