Carlsberg has confirmed it is keeping its existing advertising slogans for its core range of new TV advertisements.
The brewer is currently deciding on the final versions of two new ads for Carlsberg and Carlsberg Export and has confirmed that both will retain the slogans The world according to Carlsberg' and So good the Danes hate to see it leave'.
The ads will spearhead Carlsberg's marketing drive centred on its sponsorship of the England football team and the 2004 UEFA Cup. In August, the Passport to Portugal' campaign will begin to kick in, using on-pack competitions alongside the television advertisements to leverage the sponsorship deals.
Iain Paton, director of lager brands at Carlsberg-Tetley, said the brewer was investing a total of £12m a year in TV advertising for the brands.
He added that Carlsberg would be working with retailers directly to maximise the football sponsorship in stores using displays and promotions.
Packs will also be redesigned with a football theme.