Crate Escape

THE SCENE

To reinforce the brand position around the line ‘That calls for a Carlsberg’ and to connect more meaningfully with their target male audience, we created ‘The Crate Escape’, an ad based around a  universal scenario – the difference between how men and women like to spend their time.

INTO THE FOLD

Set in a remote health spa, the ad plays to Carlsberg’s characteristic sense of humour, whilst supporting the central theme that a beer tastes better when you’ve earned it by stepping up with your mates.

THE IMPACT

Initial launch in Ireland, Sweden and Belgium, followed by Denmark, UK and global roll-out in 2013.

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Fan Academy

THE SCENE

Carlsberg needed a campaign to reinforce their heritage in football and celebrate their support of the English national side, building on the brand position as a reward for achievement.

INTO THE FOLD

We wanted to avoid well-trodden paths in beer and football advertising so we created the Carlsberg Fan Academy, turning the focus from the team to heroing the fans that make international tournaments so special. ‘Fan Academy’ celebrates what it takes to be a true England Fan and successfully rallied the nation behind the English side for Euro 2012. We also created an app where consumers could take the ‘Fan Academy Football Quiz’, integrated with a specially designed microsite that welcomed them into the world of Fan Academy.

THE IMPACT

The most shared England ad of all time. National and international press coverage, brand mentions tripled on Twitter and over 40,000 blog posts.
During the campaign Carlsberg outperformed the total market with growth in both on trade and take home.

1.5 million
Youtube views on first week
of launch

source: google analytics - june 2012
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Global Brand Relaunch

THE SCENE

Carlsberg operate in a fiercely competitive sector and wanted to unify their positioning to connect with a global audience. They needed an internationally understandable proposition that translated across all markets.

INTO THE FOLD

For the Carlsberg global brand relaunch around the new line ‘That calls for a Carlsberg’, we feature globally recognised landmark moments in history, give them a twist and place Carlsberg as the reward.

THE IMPACT

5% uplift in sales post launch (against a backdrop of 12% fall in sales across the category).

quote

Fold7 did an amazing job bringing our brand to life with genius ideas & world class executions"

source: Global Marketing Director, Carlsberg
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Credentials campaign

THE SCENE

As part of the Carlsberg global brand relaunch around the new line ‘That calls for a Carlsberg’, the brand needed a product-centric campaign focusing on their brewing credentials that had an inherently premium feel.

INTO THE FOLD

We created a campaign to hero the brewers heritage and showcase the quality of the ingredients, attention to detail and craftsmanship that goes into creating Carlsberg. This ran in tandem with the brand-centric ads that launched the new positioning of the beer as a reward.