Diageo’s latest ooh campaign for Carlsberg continues the heritage theme that the brand has run in its recent outdoor promotions in Ireland, but with some fresh and clever creative from Irish International.
In the new creative the word ‘Copenhagen’ is etched onto the bottom of a pint glass filled with Carlsberg, along with the copy line ‘The sip of a lifetime’. This outdoor promotion plays with the idea of a ‘trip’ of a lifetime by referencing Copenhagen, where the Carlsberg headquarters are based; but by using the word ‘sip’ Carlsberg is highlighted as premium beer and the audience is simultaneously reminded of the brand’s Danish heritage.
Planned by Carat and Source out of home, the ooh campaign is running on standard and premium HD 48 Sheets, Golden Squares, Metropoles, Adshel, T-Sides and A1 posters in pubs.
Carlsberg has also recently launched a new TV campaign, with the latest instalment of its long-running ‘If Carlsberg did…’ promotion focusing on supermarkets. The ad, created by 72andSunny Amsterdam, can be viewed here online.
“’If Carlsberg did’ remains one of the most iconic and recognisable advertising slogans in the world’ said senior brand manager Dharmesh Rana. “Through the new television ads and wider marketing campaigns for Carlsberg we will begin to dial up the brand’s authenticity and heritage credentials which date back to our brewing founder, J.C. Jacobsen in Copenhagen.”