Blog: Does Carlsberg's Seth & Riley Garage ad need swearing?
Andy Morton | 23 April 2014
A medieval fortress, a dead king on a pyre, and some juicy swear words.
No, it's not the new season of Game of Thrones. It is, unbelievably, a new TV ad from Carlsberg, for its newly-launched alcoholic lemonade Seth & Riley Garage. The ad in question has been garnished with language blue enough to make a sailor blush.
As this is a family subscription global drinks news portal, I won't repeat the words used, but you can listen for yourself in the above clip (earphones in, of course).
In a statement to just-drinks, Carlsberg defended the ad, one of three in the series, saying that company marketing only ever targets consumers 25 and over and that the use of swearing in this particular ad is “not gratuitous and is in keeping with the theme of the films”.
The first point is clearly correct, and I'm never going to argue that drinking-age adults should be protected from hearing what is common currency in your average bar.
But what I would ask, is why did Carlsberg think the advert needed swearing?
It is, after all, supposed to be funny, and the campaign includes two other commercials that work just fine without it.
Perhaps, though, the intention is to shock. Carlsberg has described Seth & Riley's Garage as its entry into the so-called 'hard drinks' category - some 'hard language' was possibly inevitable.
Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...
Carlsberg has rolled out a new campaign in Hong Kong as it looks to capitalise on its "Probably the best..." slogan. ...
Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....
I was full of questions yesterday when reading our news story about Bacardi's Martini Smart Cube. An ice cube-shaped device that can provide real-time information about its consumer? How? What? Why? H...
Heaven Hill Distillery has secured a sponsorship tie-up for its Evan Williams Bourbon with baseball's World Series in the US this year....
News reaches us today of what has been heralded as the "world's most daring whisky challenge". The Ultimate Ardbeg ARDventurer has been launched this week with an inaugural three-day camping trip....
- Why sports drinks fail to ride the Olympic wave
- It isn't just men who like beer - Comment
- What do US wholesalers think of spirits trends?
- How the craft economy is loosening alcohol laws
- Experienced hands hold firm at CCEP - Analysis
- Diageo merges US, Canada spirits units
- Johnnie Walker's Bourbon bent "coincidental"
- "We're not complacent about Brexit" - Diageo
- Luxury and e-commerce a "natural fit" - Diageo
- Diageo's Johnnie Walker set for festive push in TR
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends