Carlsberg brings Danish Way to UK

Mads Mikkelsen

Carlsberg has launched a £15m integrated marketing campaign called “The Danish Way”, aimed at revitalising its Carlsberg and Carlsberg Export brands in the UK.

The campaign sees the brand emphasise its Danish roots, with the nation’s philosophy on life forming the centrepiece of activity across packaging, TV, cinema, out of home and digital channels.

Central to the campaign is a new TV ad starring screen villain Mads Mikkelsen, who plays the role of a modern-day Danish philosopher pondering the secrets to his nation’s happiness as he cycles through the streets of Denmark.

The campaign marks the start of a new marketing approach from Carlsberg in the UK, aimed at confronting the long-term decline in the lager category by helping key consumer groups and beer drinkers to reappraise the brand through its rich history and Danish provenance.

New Danish-themed packaging for both the Carlsberg and Carlsberg Export brands rolled out in February, and wider out-of-home, experiential, digital and social activity is also planned throughout the year.

A new trade marketing drive has also been developed in partnership with Shazam. Designed to connect consumers with ‘The Danish Way’ campaign, users are invited to photo-scan ‘shazam-able’ Carlsberg Export branding on a number of touchpoints spanning the on- and off-trade.

Over 200,000 Carlsberg Export ‘København’ glasses will be available in the off-trade as a gift with purchase, supported by in-store marketing materials.

The TV campaign will run for an initial four-week period after launching on April 21 with a Channel 4 takeover. A second burst is planned for September. The ad will also appear on video-on-demand and in cinemas across the country for an extended period, supported by short-form content rolled out across Carlsberg’s social media channels.

Liam Newton, Vice-President of marketing, Carlsberg UK, said: “Denmark is known as being one of the happiest nations in the world, and their philosophy on life forms the centrepiece of our campaign. Consumers will see Carlsberg sharing the Danes’ rituals and philosophies throughout the year, helping them to live life the Danish way.

“Some consumers see mainstream lagers as interchangeable, and we know from extensive research that it’s incredibly important for them to be aware of the heritage of the individual brands they consume. We want our campaign to celebrate our Danish origins and bring new meaning to the iconic ‘Probably’ line.”