Kuala Lumpur, 5 June 2015 – Carlsberg unveiled a new thematic campaign in Malaysia, putting a modern twist on probably the most iconic beer advertising campaign of all time – ‘If Carlsberg did…’. The campaign demonstrates what the ‘world’ would be like if it was as superior as Carlsberg beer. This campaign has been running in the UK, Ireland, Sweden, Denmark and a range of other markets around the world, and Malaysia is now ready to take this a step forward based on strong local insights that ring true to our consumers within the region.
“This campaign that we are embarking on is unique, as it plays with Carlsberg’s trademark humour and imagination,” said Juliet Yap, Marketing Director of Carlsberg Malaysia. “It reflects well on the brand’s commitment which strives to deliver the finest quality in everything it does since 1847, especially its beer,” she added.
Engaging consumers from a digital front, Carlsberg’s thematic campaign was launched with a 30-second web video which offers an amusing and refreshing take on a common experience of an everyday beer drinker. The video captures a man’s weariness as he accompanies his girlfriend while she shops. The story takes a twist when he discovers, to his sheer delight, a men’s oasis behind the walls of the fitting room. This video was produced locally and will be released in other Carlsberg markets around the world.
“It is definitely a cheeky take on a couple’s shopping experience. In coming up with this video, the thought was that, if Carlsberg did fitting rooms and got into the shopping experience, what would it be like? I am sure we would work to make it the best fitting room in the world for men! But we don’t, we make probably the best beer in the world,” Juliet explained.
Taking the campaign beyond the screen and bringing it to life in a way that engages consumers, shoppers around Pavilion and Mid Valley Mega Mall in KL, Gurney Plaza in Penang and The Shore in Malacca, were taken by surprise on Friday and Saturday, with those carrying shopping bags being treated to a complimentary pint of Carlsberg at participating Carlsberg outlets.
“Taking cue from the tagline ‘If Carlsberg Did…’, we thought it would be a good idea to put a smile on shoppers, particularly those accompanying their partners shopping. We hope to give shoppers probably the best shopping experience, with probably the best beer,” Juliet smiled.
Commenting about further plans for the campaign, Juliet revealed that it will run through the year, with another five web films being set for release. Similar to the debut video, the forthcoming videos are in similar vein, highlighting everyday experiences and how Carlsberg turns them into something superior in a witty manner, which is set to bring more consumer smiles and cheers.
Complementing this thematic campaign and bringing to life the essence of Carlsberg’s brand promise, where it always strives to enhance consumers’ experience in everything it does, 150 participating food courts and Chinese restaurants throughout the country will be running the Carlsberg “Get-Together” Night. At these events, consumers stand a chance to win a barrel of Carlsberg at the outlet. This provides a unique experience for consumers in these outlets as they do not normally enjoy Carlsberg fresh from tap.
Discover the world of “If Carlsberg Did…” at www.probablythebest.com.my. Stay tuned to this site for more upcoming Carlsberg consumer promotions and activations.