Carlsberg asks if the ‘best things come to the curious’
A fresh worldwide branding initiative by Carlsberg questions whether curiosity leads to the ‘finest experiences’, showcasing the beer brand’s rich history, from ancient Romans to contemporary clubbers and jazz vocalists.
Crafted by Fold7, the campaign is rooted in the notion that life’s greatest moments start with a sense of curiosity, dampened by the demands of modern life. Carlsberg aims to reignite this curiosity with its latest campaign, launching in the UK on May 1st.
The campaign, including a film and associated materials, will span across various platforms such as BVOD, consumer channels, PR, CRM, OOH, social media, e-commerce, and internal communications. Additionally, it will feature a range of in-store activations.
‘Do the best experiences originate from curiosity? Probably’ signifies Carlsberg’s first global campaign encompassing all 120 markets, with a rollout planned across the UK, Asia, South America, and Europe from 2024 into 2025.
Throughout various channels, the campaign prominently features Carlsberg’s hop leaf emblem, seamlessly integrated alongside the brand’s signature green identity.
Carlsberg’s global brand director, Lynsey Woods, stated, “This campaign is grounded in the belief that curiosity, a fundamental aspect of Carlsberg’s values, propels progress. Our founder J.C. Jacobsen’s ethos was ‘Semper Ardens’, meaning ‘always burning’ in Latin.”
Dave Billing, executive creative director at Fold7, commented, “Carlsberg has a rich legacy as a true entertainer, boasting a history of iconic advertisements spanning decades. With this campaign, we aspire to honor that legacy, showcasing Carlsberg’s trademark humor, fun, and cinematic style for a new generation of consumers.”
Blinko News2 UK - https://blinkogroup.com/it/home-italiano/
02/04/2024
