Inspired by the idea of ‘Total Refreshment’ and the notion that any drink served warm is sacrilege, ‘Born to be Chilled’ encourages consumers to enjoy this summer with a refreshing drink while experiencing a range of live music events.
As part of the campaign, XFM, the UK’s leading indie, alternative and rock music station, will host five ‘Born to be Chilled’ sessions.
Taking place in London and Manchester, the ‘Born To Be Chilled’ sessions are a series of stripped back, intimate, acoustic gigs. Each session will be supported by a different Carlsberg UK drinks brand, including Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg.
The ‘Born To Be Chilled’ sessions started promotion on XFM’s London and Manchester stations this week, with ticket giveaways on air. Additionally, xfm.co.uk will be hosting an interactive ‘garden’ filled with summer and festival-related content.
The campaign is supported by a national on-pack promotion. Consumers who purchase participating brands will have the opportunity to claim a Cool Bag Sound System which keeps drinks refreshed whilst playing their favourite tunes. Consumers enter codes on promotional packs plus a contribution of £7.99 (18+ only) and head online to www.borntobechilled.co.uk to claim their bag.
Carlsberg UK is investing over £2m in the Born To Be Chilled refreshment campaign spanning on-pack, ATL and digital channels, from June through to September.
Jonathan Dee, Marketing Controller for Occasional Brands at Carlsberg UK, said: “This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer.”
Sav Evangelou, Executive Creative Director at The Marketing Store, said: “‘Born To Be Chilled’ is an exciting campaign idea because it reflects our audience’s perception of themselves. Throw live music to the mix and we have real-life experiences that are exclusive, desirable, social, memorable and uniquely Carlsberg.”