A Carlsberg advert from 1957

A Carlsberg advert from 1957

Carlsberg has denied that its new global advertising campaign plagiarises an earlier marketing slogan by a rival brewer.

Carlsberg's new tagline for its namesake brand, 'That Calls For a Carlsberg', is similar to a slogan used by Anheuser-Busch in 2001. At the time, A-B marketed Bud Light with the line 'This Calls For a Bud Light'.

The link has led to accusations of plagiarism by Carlsberg.

However, a spokesperson for the Denmark-based brewer told just-drinks that Carlsberg first used the phrase 'This Calls For a Carlsberg' between 1957 and 1959.

"So you can say Bud Light got it from us," said the spokesperson. "We have been aware of this, but do not see it as a problem," he added.