Carlsberg UK will air a new ad campaign, building on their "If Carlsberg did.." slogan from previous advertisements.
The group has invested £12 million of media spending into the new venture, the first installment of which will be aired tonight (Monday, 16 February) during ITV drama Broadchurch.
As reported in thedrinksreport.com, the new ad will feature a idealistic scenario for a supermarket, in the "If Carlsberg did…" theme.
As part of the £12 million campaign, Carlsberg UK will also roll out new radio and out of home sponsorships over the space of the next 40 weeks for the brand.
Senior brand manager for Carlsberg at Carlsberg UK, Dharmesh Rana, said the investment is the largest for some years, targeting a group most likely to respond to the well-known theme.
“'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," said Rana.
See the one minute internet version of the ad below: