LONDON, April 6, 2011: Digital agency Skive unveiled the first work in support of Carlsberg’s new global brand repositioning, which is rolling out in more than 140 markets as of this week.
The campaign is Carlsberg’s first global digital effort and includes integrated rich media online ads and content specially created for Youtube and Facebook, based on the new slogan âThat Calls for a Carlsbergâ.
Among the innovative elements of digital content is a Facebook app that allows users to send moon messages to their friends, using text-to-voice and face mapping. There’s also a takeover of Carlsberg’s YouTube brand channel, extending the theme of TVC’s landmark moments in the story theme and giving them a surprising twist.
The campaign also includes TV, print and point of sale activities, created by Fold7. In addition to a new positioning, the brand identity has been refreshed and a product-focused campaign will run alongside the goal of making Carlsberg a more valuable asset within the company’s brand portfolio. Skive also produced online ads and Facebook content to incorporate this work.
David Robertson, Vice President of Marketing Activation at Carlsberg, said: “Skive has done an incredible job extending our Carlsberg brand idea to the digital realm with a campaign that brings the fun and humor to life.” That Calls for a Carlsberg “in a way that will truly engage consumers.
Louis Clement, Creative Partner at Skive, said: âThe digital campaign will support the new TV ad, ensuring it reaches the audience that spends their time online.
âThis will provide them with engaging content and give them a reason to become a Carlsberg advocate,â adds Steven Bennett-Day, Creative Partner.
Skive is an award-winning independent digital creative agency specializing in strategic and creative campaigns that bring consumers into a closer and more rewarding relationship with brands.
Recent work includes the joint promotion of LoveFilm and KitKat, and the new launches of Team Lotus ‘F1 for Every1’ and Team AirAsia.
The Carlsberg Group is one of the world’s leading brewing groups, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe.
More than 43,000 people work for the Carlsberg Group and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 million hectoliters of beer, or around 40 billion bottles of beer per year.
Learn more about www.carlsberggroup.com.