Carlsberg shows off its wild side

The beer, which has been specially designed to suit Asian tastes, targets young, trendy professional males with a BBH campaign pushing the tagline 'Release your wild side'. Visuals feature Carlsberg Chill bottles forming into a lion, a snake and a claw. The concept suggests that Carlsberg Chill is a brand that allows the consumer to be themselves, creating what Charles Wigley, BBH's chairman, described as an analogy of "the animal within". The sleek, green bottles are juxtaposed against a dark background, while staying away from the traditional beer ad format. "We didn't want to tread on clichéd territory by showing the before and after transformation to illustrate the effects of the beer," Wigley added. The new campaign builds on a TVC entitled 'Release your wild side', which launched in September and featured two young men entering a bar where a snake lady gave them a Carlsberg Chill and they then turn into animals themselves. "Following the success of that TVC, we wanted to create a print campaign that conveys Carlsberg Chill as the perfect trigger for a good moment with friends showing a more 'natural character'," said Anders Yngwe, senior commercial development manager, Carlsberg Breweries. Carlsberg Chill, which was launched in 2004, positions itself as youthful, fun and stylish. It competes in the Hong Kong market with premium beer brands such as Budweiser, Heineken and Blue Girl. The campaign will be running for six months.