Carlsberg – The Danish Way

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Many say we Danes are one of the world’s happiest nations. So what’s our secret?

Living life the Danish way, of course: enjoying a work-life balance, nature and craft and spending time together feeling hygge. Or, could it be that we brew the best beer in the world? Prøbably.

Watch the brand new Carlsberg TV spot with Mads Mikkelsen, one of Denmark’s biggest movie actors explaining why the Danes are so happy.

Background

Carlsberg has launched a £15 million, integrated marketing campaign called “The Danish Way”, aimed at revitalising its Carlsberg and Carlsberg Export brands in the UK with a premium positioning, reflective of its rich history and Danish provenance.

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

Central to the campaign is a new TV spot, which will run in 60-second and 30-second time lengths, starring Danish actor 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.

Mads’ Danish guide takes the viewer on a magical journey to discover “The Danish Way” – he cycles past iconic Copenhagen landmarks such as Amalienborg Palace and the Kastrup Sea Baths. After cycling through a Danish apartment and a beautiful ‘hygge’ forest picnic, Mads arrives at the Carlsberg Brewery, where he enjoys a Carlsberg Export featuring the brand’s new ‘København’ glassware and ‘Dansk’ font, which launched in the UK on-trade in January.

The campaign marks the start of a bold 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 the Carlsberg Export brand rolled out in February, and wider out-of-home, experiential, digital and social activity is also planned throughout the year.

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 centerpiece 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.”

(Carlsberg Press Release)

The making of the ad: behind Carlsberg’s ‘The Danish Way’