The fact that there are fewer drinkers, drinking less, and on fewer occasions has inspired Carlsberg to face the misconception that all mainstream lagers are the same with a campaign celebrating its Danish provenance. A familiar revitalisation technique in a market threatened by this change of behaviour, Carlsberg has executed this emphasis on their roots with beautiful films and an OOH campaign that play on the amazing equity of their “probably” campaigns and the increasingly positive perceptions of Danes and the Danish way of life by the UK consumer. The campaign aims to unlock the secret of the happiest nation, with plenty of hygge and a wise Danish philosophic performance.
Mads Mikkelsen (doing all his own stunts) fronts the 60second spot for Carlsberg’s premium Export brand, which is being teased on Channel 4 this week before the premiere at 9pm on Friday 21st April, prior to Gogglebox. This will be followed by a 24 hour takeover of the TV broadcaster’s website and the iconic ident blocks, a rare departure for Channel 4. The spot shows charismatic Mads cycling through the streets (and homes) of Copenhagen, complete with pastel houses, cobbled streets and hygge, pondering the secret to his nation’s happiness, a widely debated subject. A clear choice for the brand, Liam Newton, VP Marketing describes Mads as a “credible guy”, who’s clear charm and gravitas is already spiking the interest of fans of the Danish actor of Star Wars: Rogue One and Dr Strange fame. Mads grew up in Copenhagen and loves Carlsberg, a brand that sponsors and supports local culture throughout the city. His involvement certainly gives the spots some authenticity, helped along by his terrific ability to get just the right amount of foam on his top lip when he takes a sip. Ryan Newey, CCO, Fold7, said “We wanted to cast a modern-day Danish philosopher with enough life experience and wisdom to be seen credibly by UK audience”.
Carlsberg Export has also partnered with Shazam, an app reaches over 6 million users, 70% of which are in that key 18-34 age-group. Scanning the “shazamable” branding, featured on a number of on and off trade touchpoints, takes the consumer to an immersive platform where consumers can win Danish-inspired prizes, including a trip for two to Copenhagen, and uncover more Mads-mad content.
Out of home plays on the balance of Danish life, Danish style and hygge, with a focus on Carlsberg Export’s own chalice of sorts, which Lynsey Woods, Marketing Controller, says she wants in the hands of as many consumers as possible, bringing about a rare half pint glass. The refreshed packaging and font furthers this Danish revitalisation.
Bristol based Taxi Studio has taken care of the look and feel of the brand with ad agency Fold7 producing the TVC, which will appear on TV for an initial four-week burst alongside longer VOD and cinema appearances.