• News (423)
    The Drum (23 May 2019)

    Madds Mikkelsen, introducing Carlsberg's Pilsner, hints at the death of its old brewer

    CARLSBERG has launched a new campaign to introduce its new pilsner to a mass audience, that takes a dark edgy turn. Madds Mikkelsen fronts the UK ad that will run through the summer addressing the brands transformation on the back of 'Mean Tweets' ridiculing the beer. The 30-second ad debuted on the 23 May with a 50-second version on the 24 May. 

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    The Drum (17 Apr 2019)

    Carlsberg pours its heart out with Pilsner relaunch, admits it ‘Probably' wasn't the best

    CARLSBERG has launched a new campaign admitting it probably wasn't the best beer in the world but it has changed that. Promoting its new Pilsner, the £20m campaign includes social, OOH and digital activity, plus a new TV spot starring Mads Mikkelsen launching on the May Bank Holiday. The work was handled by FOLD7, Clifford French and INITIATIVE. Carlsberg kicked off the campaign by retweeting a series of negative tweets about its lager, aiming to show how it's taken on board criticism and encourage re-trial of its new offering. 

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