DENMARK: Carlsberg to launch global campaign

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The Danish brewer Carlsberg is launching a new international advertising campaign, entitled Subway, which will be aired in more than 10 markets from the beginning of June. The campaign, which will feature with the strapline, 'Imagine life in a Carlsberg world', is to feature in TV, cinema, press, poster and below the line commercials.

However the advertising will still end with the line 'Probably the best beer in the world'

The campaign was developed by Saatchi & Saatchi London.

"In a Carlsberg world there are no barriers to stop you experiencing good time the world over," said Carlsberg Breweries' brand development director Jakob B. Knudsen. "We are communicating our brand essence of 'Drinking with a world of friends' by bringing people from different parts of the world together over a cold beer."

Research into the ad began two years ago with a research project to define a global positioning for Carlsberg based on what consumers felt and thought about Carlsberg's place in their world.

The company said that the research found that while Carlsberg's product quality was recognised, "there was a strong need to add an emotional dimension to the brand experience making consumers feel part of a bigger world through advertising and all our international football, ski and golf sponsorships."

The first advertising to use the new positioning was the Free friend and Melody commercials that were aired in 2002.

Companies: Carlsberg

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