Danish brewer Carlsberg is launching ‘probably the best poster in the world’, aimed at driving brand awareness and engagement in the UK.
Created by Fold7, the activity will feature the world’s first billboard that allows consumers to help themselves to a pint of beer. Embedded with a Carlsberg Font and stack of glasses, the creative features the strapline ‘probably the best poster in the world.’
The work marks the second piece of UK-led activity following the global revival of the iconic ‘If Carlsberg did’ campaign earlier this year. Continuing the meme, the activity delivers a unique take on a traditional poster to demonstrate the brand’s desire to be the best. Supported by a social media drive, ‘If Carlsberg did…posters’ aims to bring the brand strategy to life in a fun and engaging way. Fold7 will be bringing the ‘If Carlsberg did’ property to life across the year through various channels including social, out-of-home and digital.
Dharmesh Rana, senior brand manager at Carlsberg UK comments: “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising. ‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”
Ryan Newey, Fold7 founder, adds: ‘‘If Carlsberg did’ is an iconic property. Our challenge was to take something that is already so well known and bring it to life in a way that will engage today’s consumer. Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.”
Fold 7 worked with Mission Media to produce the billboard. OMD UK have been tasked with handling all digital media spend for the campaign, with Fold7 and The Marketing Store handling social media engagement, and PR agency Clifford French handling PR activation around the activity.