Carlsberg has launched a £15 million integrated marketing campaign called “The Danish Way”, to revitalise its Carlsberg and Carlsberg Export brands with a premium positioning reflective of its Danish provenance.

The campaign spans across TV, cinema, out of home and online and sees the brand emphasise its Danish roots.

Central to the campaign is a new TV spot, starring Danish actor Mads Mikkelsen, who ponders the secrets to his nation’s happiness as he cycles through the streets of Denmark.

The campaign marks the start of a bold new marketing approach from Carlsberg in the UK, aimed at confronting the long-term decline in the lager category. 

New Danish-themed packaging rolled out in February. Over 200,000 Carlsberg Export ‘København’ glasses will be available as a gift with purchase, supported by in-store marketing materials.

Consumers can photo-scan Carlsberg Export branding using their Shazam app to be transported to a Carlsberg site where they can win Danish-inspired luxury prizes, including a trip for two to Copenhagen.

The TVC launch, on 21 April, will see Carlsberg takeover Channel 4 for the day, with the famous Channel 4 blocks being transformed into the Danish flag and the full 60 second advert first running at 9pm.

The TV campaign will run for four weeks, with a second burst in September. It will also appear on VOD and in cinemas for an extended period.

Liam Newton, vice president of marketing, Carlsberg UK said: “Denmark is known as being one of the happiest nations in the world, and their philosophy on life forms the centerpiece of our campaign. Consumers will see Carlsberg sharing the Danes’ rituals and philosophies throughout the year, helping them to live life the Danish way.

“Some consumers see mainstream lagers as interchangeable, and we know from extensive research that it’s incredibly important for them to be aware of the heritage of the individual brands they consume. We want our campaign to celebrate our Danish origins and bring new meaning to the iconic ‘Probably’ line.”

You can watch the full TVC by clicking on the following link: