Carlsberg UK is hoping to boost its Fresca brand with the poster campaign

Carlsberg UK is hoping to boost its Fresca brand with the poster campaign

Carlsberg UK is planning to give its San Miguel and San Miguel Fresca brands a summer push in the UK with a cinema and outdoor poster campaign. 

For the main San Miguel brand, a minute-long advert is being launched in cinemas and on video-on-demand for seven weeks, from 24 August, the company said today. The advert (below), entitled 'Una Vida Bien Vivida,' Spanish for 'a life well lived,' will be shown before films such as The Bourne Legacy, Taken 2, The Sweeney and Resident Evil 5, Carlsberg said. 

San Miguel Fresca, which was launched in January this year, will feature in a poster campaign, featuring the strapline 'Hola Fresca, Adios Thirst' - a repeat of a previous initiative. 

David Scott, Carlsberg UK's marketing director said: "San Miguel has real momentum – throughout the Olympics, the beer was up an impressive 24% in volume versus last year."

He also claimed Fresca has had a "huge impact" and is continuing to grow.