Tag: Carlsberg

Singapore – Carlsberg Asia has recently signed a Memorandum of Understanding (MoU) with Grab for a strategic partnership that will transform how consumers enjoy their beer. This partnership will cover awareness and promotional campaigns on GrabAds across four key countries in Southeast Asia (SEA) which includes Cambodia, Malaysia, Myanmar and Singapore.

The partnership will kick off with the launch of an exciting football season campaign featuring Liverpool Football Club and a collaborative Responsible Drinking campaign. The partnership also includes the setting up of a virtual store for Carlsberg on the Grab app in Singapore, to make it easier for consumers to order and have their favourite Carlsberg beers delivered.

Carlsberg has been a principal partner of Liverpool Football Club (LFC) for over three decades and became the club’s official beer in 2010. This football season, Carlsberg will bring football excitement to LFC fans across the SEA region by leveraging Grab’s multiple touchpoints, online to offline. 

Carlsberg will also collaborate with GrabAds, Grab’s advertising arm, on a Responsible Drinking campaign later in the year to promote responsible alcohol consumption and prioritise safety by encouraging GrabCar rides. By tapping into Grab’s extensive ecosystem and hyperlocal insights in the region, Carlsberg aims to expand its digital footprint in the region and make its portfolio of products available to a larger audience.

Arindam Varanasi, vice president of commercial for Asia at Carlsberg, said, “As part of Carlsberg Group’s Accelerate SAIL strategy, this exciting partnership will help us drive digital transformation and growth in the region by going beyond traditional retail channels.”

He added, “With our joint forces, we will be able to introduce more drinking moments to consumers and make it easier and safer for them to access Carlsberg’s portfolio of local and international beers and Beyond Beer brands at their doorstep. This will also be a strong initiative to Carlsberg’s continuous efforts in driving responsibility drinking.”

Meanwhile, Ken Mandel, regional head of GrabAds and brand insights, commented, “It’s truly an honour that Carlsberg, one of the world’s leading brewery brands, chose Grab’s advertising arm, GrabAds, to strengthen their brand equity through purposeful consumer campaigns – the LFC partnership and the Responsible Drinking Campaign.”

He added, “This partnership not only showcases the extensive and impactful reach of GrabAds’ online to offline touchpoints but also attests to GrabAds’ effective engagement with high-value consumers who use Grab to engage or transact with brands and merchants every day.”

United Kingdom – Brewing company Carlsberg Group has appointed iProspect as its new media agency to manage all global advertising and marketing initiatives. After reviewing the process, iProspect was chosen because of its strategic acumen, originality, data-driven methodology, and track record of results.

Starting in January 2024, iProspect will take on the responsibility of media planning and buying for Carlsberg Group, serving as its designated media agency.

Søren Brinck, chief commercial officer at Carlsberg Group, said, “We are thrilled to have selected iProspect as our global media partner,” 

He added, ”Their comprehensive, creative and innovative approach, combined with their range of cutting-edge tools and strategies, convinced us that they are the ideal choice to drive our marketing and our brands’ to new heights. We are eager to collaborate closely with iProspect and leverage their expertise to achieve our objectives.” 

Carlsberg aims to use iProspect’s assistance to create an integrated media strategy, carry out campaigns, and keep its brand relevant and influential across all of the Group’s markets.

Meanwhile, Amanda Morrissey, global client and brand president, iProspect, said, “Sometimes things just feel right and ‘click’. For us, this was an immediate reaction from our entire international team, across all markets, when we started this pitch process with Carlsberg and, we understood straightaway what needed to be done. 

She added, “With a shared passion for the brands and their success, an ambition to create new opportunities to create meaningful connections with the consumer and a cultural connection that united us, we felt the spirit of partnership throughout. We can’t wait to get started and work together to create some of the best media work in the industry.”

Brinck also added, “We would like to extend our appreciation to our incumbent agency, Initiative, for their exceptional partnership throughout the years. We also thank all the participating agencies for their valuable contributions during the pitch process.”

Vietnam – As Vietnamese find themselves having a hard time to pronounce the brand name ‘Carlsberg’ locally, the popular beer brand has teamed up with Happiness Saigon and BLISS Maker Studios to launch an AI that rewards bypassers with a free beer if they manage to say Carlsberg the right way. 

The AI was built using voice inputs from hundreds of people pronouncing ‘Car-z-berg’ and was trained to distinguish the most accurate entries possible. The Carlsberg AI doesn’t just power the voice activated tap, it also powers the campaign website.

In addition, a social video of the on ground activation, billboards across the city of Ho Chi Minh, YouTube pre-roll, and Spotify ads all lead to the microsite carlsberg.com.vn/vn where anyone in Vietnam can attempt to nail the difficult name themselves and win some ice cold beer.

“Carlsberg is one of the leading brewing companies in the world today. This year they are celebrating 175 years as ‘probably the best beer in the world’. But before doing that, the brand needs to properly (re)introduce themselves to the Vietnam market. A market where their unique name is practically unknown,” according to a press statement.

Meanwhile, Hoàng Vũ Hải, brand manager at Carlsberg Vietnam, commented, “Working on carlsberg for all these years, our team realised something: it is so difficult to pronounce. So difficult in fact, we want to reward anyone who can pull it off with a complimentary beer. We think it’s a fun and smart way to increase brand recognition and product trial, especially for the launch of the new product in Vietnam.”