Carlsberg Launches Global Campaign
Carlsberg beer has launched a brand new global marketing campaign to sit alongside its three year deal with the Barclays Premier League – the most famous football league in the world, with a cumulative audience of 4.7 billion people. Entitled ‘The Ride,’ the commercial focuses on the rollercoaster of emotions that everyone involved with the Premier League goes through during every game and season.
Featuring legends including Robbie Fowler, Gareth Southgate, Jimmy Bullard, Marcel Desailly and Chris Kamara, ‘The Ride’ depicts hundreds of people on a rollercoaster symbolising these ups and downs, the tension and jubilation, the disbelief and jaw-dropping moments, the heartbreak and the glory, which everyone experiences in every match and every season.
Set to a dramatic soundtrack, the leading beer brand’s new commercial has defied expectations by creating a football commercial which doesn’t go near a football pitch. Instead, the sound effects, the symbolism and the tension contribute to a commercial which is unmistakeably football related and will resonate strongly with fans.
The strapline ‘That Premier Feeling…That Calls for a Carlsberg’ is the sign off for the ad which was created by Buenos Aires-based agency, Santo. It was directed by Juan Cabral and the production house was MJZ.
The global campaign is a fully integrated marketing campaign which will see the campaign brought to life through packaging, point of sale, print, outdoor advertising, digital and PR, across the world.
Carlsberg will be encouraging fans to #JoinTheRide throughout the campaign on its Twitter, Facebook and Instagram pages.
The global campaign will be launched first in Denmark and Ireland, before being launched across the rest of the world in early 2014.
Carlsberg’s partnership with the Premier League is the latest football sponsorship for the internationally famous beer which has been associated with football since the 1970s. In addition to Official Beer status of national football teams England and Ireland, Carlsberg also sponsors Liverpool FC and Arsenal FC at club level.
Carlsberg is also the longest-standing sponsor of the European Football Championships. The 2016 tournament will be Carlsberg’s eighth consecutive tournament since 1988.
