Anne Cassidy
Dec 7, 2012

Carlsberg calls global ad pitch

GLOBAL - Carlsberg is talking to networks about a global advertising brief.

Carlsberg calls global ad pitch

 

The brewer has issued an RFI directly to creative networks from its headquarters in Copenhagen.

The approach relates to an international advertising pro­ject to "iconise" the main Carlsberg brand. It is unclear how the agency search will impact on Fold7, the global incumbent on the Carlsberg business.

LBi, which was hired in May to handle Carlsberg’s global digital account, is thought to be unaffected by the pitch.

Fold7, which was appointed as the lead global agency for the brand’s relaunch campaign in 2010, introduced the line "That calls for a Carlsberg" in April last year. Carlsberg dropped its famous "Probably the best lager in the world" tagline, created by Saatchi & Saatchi, in favour of the new positioning.

Fold7 has since created a patriotic TV campaign for Carlsberg starring Sir Bobby Charlton, Stuart Pearce, Ian Wright and Des Lynam to promote the brand’s sponsorship of the Uefa Euro 2012 football tournament. One ad, "fan academy", showed England fans being physically and mentally put through their paces.

The brand’s most recent campaign, also by Fold7, was called "the crate escape". It showed a group of Carlsberg-drinking males attempting to escape an oppressive female-centric spa.

This article was first published on campaignlive.co.uk

Source:
Brand Republic
Tags

Related Articles

Just Published

4 hours ago

Apple leads as US dominates Kantar's Top 100 Global ...

As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.

4 hours ago

Microsoft to retire Xandr DSP in favour of an ...

After acquiring the DSP from AT&T in 2021, Microsoft’s priorities began to shift more to the sell side, with AI at the forefront.

5 hours ago

Arthur Sadoun calls for ‘different approach’ at ...

Publicis CEO says Lions festival should not just be about 'AI theory' or 'celebrating creativity for its own sake', given the toughest conditions since the pandemic.

21 hours ago

From Hiroshima to Hangzhou: How Jagabee and Frugra ...

The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.