The campaign is led by a 60-second TV spot airing on local terrestrial channels as well as in cinemas. Print ads in local media, CRM and online elements will also support the campaign.
"In Malaysia, the majority of people drink with friends; hence, we have made the message of camaraderie stronger and more relevant," said Bryan Lee, group brand manager, Carlsberg Malaysia.
"In Malaysia, the majority of people drink with friends; hence, we have made the message of camaraderie stronger and more relevant," said Bryan Lee, group brand manager, Carlsberg Malaysia.
The TVC shows a young man on his way to pick up an award. He gets up on stage to collect the award and remembers the beginning of his career, when he shared Carlsberg with friends and signed a glass to signify their friendship. The flashback ends and his friends suddenly appear on stage with the very same glass.
According to Lee, the commercial was produced to fit the cinema in terms of execution, feel and tonality, and the atmospheric theme music was chosen to bring the story alive as opposed to using a traditional ad jingle.
"Many Malaysians will relate to this commercial, with the depiction of real life events that may bring back fond memories or remind people of aspirations long forgotten," added Lee.