Nov 30, 2006

Will Carlsberg's Olympics plans take on Bud?

After several years of working with Fallon and BBH on a project basis, Carlsberg has decided to pitch its China creative account in the hope of finding a steady long-term strategic partner.

Reportedly, the pitch is being driven by the beer brand's desire to gear up for the upcoming Beijing Olympics.

Carlsberg is not an Olympics sponsor â” those honours go to key rival Anheuser-Busch Budweiser in the international beer category and Yanjing and Tsingtao as domestic beer sponsors. For Carlsberg, though, the Olympics offers an opportunity to solidify its China presence.

In recent years, international brewers such as SAB Miller, Anheuser-Busch and Interbrew have flocked to...

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