Carlsberg UK is investing £12m in television media spend for its flagship lager brand under its popular ‘If Carlsberg did…’ campaign.
Launching this evening (Monday 16 February), the new ‘Supermarket’ ad will air within a primetime slot at 9.15pm during popular ITV drama Broadchurch. The 30-second ad will run across key channels including ITV, Channel 4 and Sky1 for six weeks, with a 60-second execution of the advert available digitally.
The new advertisement visualises the dreamy scenario of a Carlsberg supermarket – “Probably the best supermarket in the world”. Carlsberg UK estimates that by the end of the second day, 22% of all UK adults should have seen the ad at least once.
As part of the £12m TV media spend, a further two executions of ‘If Carlsberg did…’ are planned for later in the year, in addition to a wider advertising push across radio, out of home and sponsorships, resulting in over 40 weeks of advertising for the brand in 2015.
Senior brand manager for Carlsberg at Carlsberg UK, Dharmesh Rana said:
“'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. 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.”
The ad was created by 72andSunny Amsterdam and the 60 second version can be viewed here: http://youtu.be/kZ-kY_aP9yI.