Carlsberg pumping up volume in Asia-Pacific

Carlsberg is pinning its hopes of winning over Asia's youth market with a TVC, which has action-packed and crowd-throbbing scenes but no dialogue. The TVC was produced by Copenhagen-based Adtomic. The agency's Hong Kong executive director Kenny Kwok said dialogue was left out because this was the best way to effectively reach the entire youth market in one fell swoop and to keep the feel and tone of the advertising consistent across all regions. "The TVC was deliberately kept simple but its strong point is that it can work in all markets in Asia-Pacific, either on a regionwide bases or in terms of individual markets," he told MEDIA. "Carlsberg turns on the music" is the TVC's tagline and Mr Kwok said: "The concept we want to convey is not that Carlsberg turns up the music volume-wise but that it turns on a conversation among people with the beer being the central point." The commercial, which was initially launched in Asia-Pacific through MTV, is supported by print and music sponsorship activities in which collateral material can be adapted to the advertising and marketing needs of local Carlsberg distributors. Carlsberg has designed a series of poster and print ads for events, from large-scale rock concerts to shows at pubs and restaurants, in which certain themes, designs and colours are common elements. Space is left within the ads for messages by the local distributors and Mr Kwok said this ensured brand value consistency and local relevance at the same time.

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