Carlsberg will spell out its idea of the perfect supermarket in a new £12m TV campaign.
The latest instalment in its long-running ‘If Carlsberg did…’ campaign will debut tonight during Broadchurch and run for six weeks on channels including ITV, Channel 4 and Sky1. A 60 second version of the ad, created by 72andSunyn Amsterdam, is available digitally.
The £12m spend also includes two further adverts in the series, to be shown later in the year. In addition to this, Carlsberg will carry out activity in radio, outdoor and sponsorship.
“’If Carlsberg did’ remains one of the most iconic and recognisable advertising slogans in the world and in some ways part of the consumer psyche,” said senior brand manager Dharmesh Rana. “Through the new television ads and wider marketing campaigns for Carlsberg and Carlsberg Export, we will begin to dial up the brand’s authenticity and heritage credentials which date back to our brewing founder, J.C. Jacobsen in Copenhagen.
“It’s the biggest investment in the brand in recent years, and by targeting programmes including Broadchurch, Rude Tube, The Last Leg and 8 Out of 10 Cats Does Countdown, we’re reaching a much broader audience than ever before and re-capturing the imagination of consumers.”
Carlsberg and Carlsberg Export were the worst performing of the top ten lager brands last year, with sales of Carlsberg falling 8.8% to £223.8m, and those of Export down 10.9% to £87.5m [Nielsen 52 w/e 11 October 2014].