Carlsberg has confirmed that it is looking to cut costs in Scandinavia by pooling its marketing costs in Denmark, Norway and Sweden.

Speaking to just-drinks today (30 November), a spokesperson for Carlsberg in Denmark confirmed that the brewer is running a generic advert in the three countries for one of its water brands. The television advert for the bottled water, called Ramlösa in Denmark and Sweden and Farris in Norway, started running in the three countries a month ago.

"Up to now, we've had three bureaus in the three countries," the spokesperson said. "This is a new way of thinking, where we can collaborate to make cost savings to improve efficiencies."

The spokesperson said there were "currently no concrete plans" to extend the collaboration to other Carlsberg brands, "but this is the way we are thinking now".