Carlsberg-Tetley is rejecting laddish advertising in a bid to
present its Carlsberg Lager as contemporary classic. The strategy is
designed to take sales from larger rivals Carling and Foster’s.
A new pounds 3m campaign breaks next week, created by Saatchi & Saatchi.
It is the first major initiative by marketing director Doug Clydesdale,
who joined in January.
It retains the 25-year-old line ’Probably the best lager in the world’
and features the music They All Laughed, sung by Frank Sinatra. The song
will be re-released in January by Warner Music to coincide with the
Set in 1883, the ad features Carlsberg’s Emil Hansen, the man who
discovered the yeast Saccharaomyces Carlsbergensis, from which modern
lagers are made.
Hansen tries to sell his produce to passers-by but is repeatedly
The ad cuts to the present with party-goers worldwide enjoying the
’The new ad gives Carlsberg a different positioning from competitors.
Rather than being aimed at lads, it’s positioned as the lager that lads
grow into,’ said Clydesdale.
Carlsberg-Tetley has spent pounds 14.5m on marketing the lager brand