| Imagine... taking the subway from New York to Jamaica in a matter of minutes, while taking in the sights of London, Rome, Shanghai, Moscow, and Bombay arriving in time for a cold glass of Carlsberg on the beach.
That's life in a Carlsberg world in Subway, a new international commercial launched in more than 10 markets from the beginning of June. The campaign idea, 'Imagine life in a Carlsberg world', is used throughout in TV, cinema, press, poster and below the line ideas. |
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Despite the new campaign idea, Subway ends with Carlsberg's famous line 'Probably the best beer in the world' emphasising the product quality.
The campaign, developed by Saatchi & Saatchi London for Carlsberg Breweries, builds on the repositioning of Carlsberg Beer based on the brand essence 'Drinking with a world of friends', which has helped
push growth rates of Carlsberg Beer by 6% – well above the annual industry average for premium beers. |
No barriers
"In a Carlsberg world there are no barriers to stop you experiencing good time the world over," said Carlsberg Breweries' brand development director Jakob B. Knudsen. "We are communicating our brand essence of 'Drinking with a world of friends' by bringing people from different parts of the world together over a cold beer."
The journey towards the 2003 communications campaign began two years ago with a massive research project to define a global positioning for Carlsberg based on what consumers felt and thought about Carlsberg's place in their world.
Strong emotions
The research found that while Carlsberg's product quality was recognised, there was a strong need to add an emotional dimension to the brand experience making consumers feel part of a bigger world through advertising and all our international football, ski and golf sponsorships.
The first advertising to use the new positioning was the Free friend and Melody commercials that were aired in 2002. To refresh the brand further, packaging, point-of-sale and advertising materials have been renewed to give the brand a more contemporary appeal and reflect the new positioning, whilst still keeping true to being 'Probably the best beer in the world'.