Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Campaign
Carlsberg has launched a new campaign with the agency Fold7 for its premium lager, Carlsberg Export, which aims to revive the fortunes of the brand by growing awareness of its Danish origins.
The centrepiece of the campaign is a 60-second TV spot that features Mikkelsen cycle whimsically through quintessentially Danish settings, while musing on why it is that the Scandinavian nation of five million regularly tops polls of the happiest country on earth.
The campaign was created by Fold7 creative team Lucy Aston and Ben Ducker, and overseen by executive creative director Simon Learman and founder/chief creative officer Ryan Newey. The TV spot was directed by Martin Krejci through Stink Films. Media planning and buying was handled by OMD UK.
The campaign includes out-of-home executions that expand on the theme of Danishness. The brand has also partnered with Shazam for a digitally-enabled trade marketing push. Users will be able to scan Carlsberg Export branding on a number of touchpoints in pubs and retailers to access a digital platform and win Danish-inspired prizes.
The new look and campaign of the Carlsberg Export come in the push to revitalize the brand, and one of the biggest factors is to higlight it’s Danish nationality. Namely, due to the green branding and clover icon many people assume that Carlsberg originated in Ireland, which the brand now wants to rectify.