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Carlsberg
The Danish Way
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The Context
With the end of lad culture, Carlsberg had lost a sense of relevance. And amongst its closest competitors (Carling and Foster’s) it had the weakest brand equity. People had no sense of where it was from or what it stood for.
The Opportunity
Denmark was on the rise in popularity, being synonymous with quality and craft and more importantly, research confirmed it was the happiest nation in the world.
People didn’t even know Carlsberg was Danish. So, once that job was done, what could a Danish beer teach the British public about life, love and lager?
People didn’t even know Carlsberg was Danish. So, once that job was done, what could a Danish beer teach the British public about life, love and lager?
PLAY FILM
Meet our philosopher and great Dane Mads Mikkelsen. His sage advice and stylish demeanour embodies Carlsberg’s new premium, Danish attitude. Through film and a comprehensive social calendar, he advocates a better, more balanced way of being.
Content films tackled everyday subject matters, such as how to communicate like the Danes do, or the art of a perfect greeting.
PLAY FILM
Photographed by James Day, the poster campaign shows a balanced Danish approach to design and craft.
The “Carlsberg Social Tap” was an intelligent newsroom approach designed to balance timely topicality with true brand relevance and powerful storytelling.
“Less is more Danish”
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