The campaign sees Carlsberg broaden its efforts to position Chill as a fun-loving brand.
In addition to a 30-second ‘brand manifesto’ launch TVC, the push also includes two light-hearted TVCs, to be launched at a later stage.
In addition to a 30-second ‘brand manifesto’ launch TVC, the push also includes two light-hearted TVCs, to be launched at a later stage.
According to Carlsberg China marketing manager Van Lai, the company is targeting “outgoing, stylish and sociable men, predominantly aged 23 to 28 years old”.
Lai added that the key challenge Chill faced in China centers on media effectiveness. “Local beer brands and premium liquors are spending huge money to invest in the media,” he pointed out. “Given that 2008 is the Olympics year, it further increases our cost of communication and dilutes media/consumer attention.”
Running in all cities where Chill is available, the campaign employs TV, print and outdoor, along with a digital component.
While Soho Square handled creative development, Aegis shop PPMA looked after media planning and buying.
The campaign also sees designer Alan Chan enlisted to upgrade its packaging and logo, and features popular band Mayday as endorsers.
Additional reporting by Jane Leung
