Titled 'Release your wild side', the TVC by BBH opens with a young man and his friend entering a nightspot, where a snake lady offers them a Carlsberg Chill -- and they change into a tiger and a leopard. The VO urges viewers to 'Release your wild side'.
"The campaign is about establishing Carlsberg Chill's stylish and vibrant personality," said Soren Holm Jensen, general manager, Carlsberg Hong Kong.
Launched last year, Carlsberg Chill competes directly with other premium international brands, including Budweiser, Heineken, Blue Girl and Corona.
Its performance in its initial distribution channels -- bars, karaoke lounges and convenience stores -- has impressed Carlsberg chiefs. "It has quickly gained momentum," said Jensen. "The brand has gained sufficient distribution and initial sampling to justify investing in a major campaign."
According to Jensen, the Chill brand has ensured Carlsberg bucks the category-wide trend of declining beer sales, and has in fact allowed the brewer to achieve significant share growth. The campaign also includes PR events, print and POS, which are expected to run for the next few months.
