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.
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
In yet one more sign that The Coca-Cola Co is losing its lustre, the soft drinks maker has, for the first time, fallen out of the top ten of a 'world's biggest brands' ranking....
Boston Beer Co has launched a cider made entirely of apple varieties from New York State. ...
What a week for stats! Yesterday, the Beverage Marketing Corporation released figures to show the bottled water market had more than doubled over the past 15 years in the US....
The Euro 2016 football tournament is almost upon us....
- What Brexit means for drinks industry? - Analysis
- The post-Brexit winners and losers - Analysis
- What does Brexit mean for AB InBev's SAB deal?
- Is there a future for the global beer brand?
- Customisable drinks - The next consumer trend
- The UK Referendum - just-drinks Live Blog
- Ex-William Grant CEO Stella David re-joins Bacardi
- UK spirits producers braced for Brexit impact
- Pernod Ricard exec shuffle - Denis O'Flynn leaves
- Pernod Ricard gives Beefeater packaging revamp
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Spirits and Wine: Corporate Overview
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends