Hej! Velkommen to the Danish way – our new campaign celebrating the Danish approach to life. Come meet our philosopher and great Dane Mads Mikkelsen.

His sage advice and stylish demeanor embodies Carlsberg’s new premium, Danish attitude. Through film, posters and a comprehensive social calendar, he’ll be advocating a better, more balanced way of being. Could this explain why Carlsberg creates the best beer in the world? Prøbably.


Photographed by James Day, our new stylish poster campaign shows a balanced Danish approach to design and craft. Each execution illustrates how these values are reflected in Carlsberg’s approach to creating premium beer.


Our social content campaign builds on Carlsberg’s current following whilst reaching out to a new premium-seeking audience. Through a blended social media approach using influencers, we’ll be persuading millions of people to adopt a more Danish approach to life.

The Danish aesthetic has also influenced the Carlsberg UK website, which has enjoyed a complete design overhaul along with the introduction of an editorial hub. In fact The Danish Way will also now act as the official home of everything Carlsberg. So please check it out, add it to your bookmarks and don’t forget to share pages that you find interesting. That’s the Danish way.