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Carlsberg has released a new TV campaign in the UK as it looks to highlight the change of recipe for its namesake beer in the country.

The 30-second ad, which debuts on television tomorrow evening, sees Danish actor Mads Mikkelsen confess that "in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered". The move follows February's relaunch of Carlsberg in the UK as Carlsberg Danish Pilsner.

"The aim of our marketing campaign is to get consumers to try our new Carlsberg Danish Pilsner and drive re-appraisal of the brand in the UK," said Liam Newton, VP of marketing for Carlsberg UK. "It's been great to see the reaction so far, and we hope drinkers will respond to the humour of our new TV ad, starring Mads Mikkelsen, by trying Carlsberg Danish Pilsner this summer."

The ad will run throughout the summer and a 50-second version will premier during Gogglebox on Channel 4 this Friday.

Does Carlsberg's new UK campaign treat consumers like suckers? - just-drinks thinks


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