Carlsberg launches £15m ‘Danish’ campaign in the UK

Carlsberg has launched a £15 million integrated marketing campaign aimed at revitalising and repositioning its Carlsberg and Carlsberg Export brands in the UK at a more premium level by emphasising its Danish roots.

Mads Mikkelsen

The campaign, called “The Danish Way”, marks the start of a bold new marketing approach from Carlsberg in the UK, aimed at confronting the long-term decline in the lager category by helping key consumer groups and beer drinkers to reappraise the brand through its Danish provenance.

Central to the campaign is a 60-second TV advert starring Danish actor Mads Mikkelsen, known for his role in the TV series Hannibal. The advert sees Mikkelsen pondering the secrets to his nation’s happiness as he cycles through the streets of Denmark, eventually arriving at the Carlsberg Brewery where he enjoys a Carlsberg Export from the brand’s new ‘København’ glassware featuring ‘Dansk’ font – which launched in the UK on-trade in January.

The campaign will also flag the brand’s new Danish-themed packaging for both the Carlsberg and Carlsberg Export brands rolled out in February, with wider out-of-home, experiential, digital and social activity is also planned throughout the year.

“Denmark is known as being one of the happiest nations in the world, and their philosophy on life forms the centerpiece of our campaign,” explained Liam Newton, vice president of marketing, Carlsberg UK.

“Consumers will see Carlsberg sharing the Danes’ rituals and philosophies throughout the year, helping them to live life the Danish way. Some consumers see mainstream lagers as interchangeable, and we know from extensive research that it’s incredibly important for them to be aware of the heritage of the individual brands they consume. We want our campaign to celebrate our Danish origins and bring new meaning to the iconic ‘Probably’ line.”

The campaign will also see more than 200,000 Carlsberg Export ‘København’ glasses made available in the off-trade as a gift with purchase, supported by in-store marketing materials.

In the on-trade, in addition to new perfect-serve glassware, one million “shazamable” interactive coasters that can be scanned by consumers to access campaign materials. Once scanned, consumers are “transported to an immersive digital Carlsberg platform” where they can discover content and win Danish-inspired luxury prizes, including hygge home kits, wireless headphones and a trip for two to Copenhagen.

The TV campaign will run until 15 May, with a second run in September, and will also appear in cinemas across the country for an extended period, supported by short-form content rolled out across Carlsberg’s social media channels.