Magazine article Marketing

Carlsberg's Dream Holiday Proves Popular with the Lads

Magazine article Marketing

Carlsberg's Dream Holiday Proves Popular with the Lads

Article excerpt

Visions of a male fantasy world drive Carlsberg's return to TV advertising, writes Emma Reynolds

Carlsberg-Tetley's latest ad for its leading beer brand is something of a fantasy sequence for lager louts. Entering Adwatch at number 17 this week with 47% recall, the ad created by Saatchi & Saatchi seems to be lingering in the minds of viewers.

The 40-second 'Holiday' ad shows three blokes going on their dream vacation. Pints of Carlsberg are handed out as they board the plane, on which they are the only passengers. The luxury jet's facilities include a big TV screen, a bar and a chef.

When they arrive at their plush hotel they go out onto the balcony, Carlsbergs in hand, only to be disturbed by the noise of the building site, and the sight of a labourer's bum cleavage. But to the lads' surprise the workers turn out to be sexy women.

The ad carries the strapline, 'Carlsberg don't do holidays, but if we did they'd probably be the best holidays in the world'.

Bobby Hui, group planning director at Saatchi & Saatchi, argues that while Carlsberg's previous advertising was strong, its emphasis was on the corporate rather than consumer side. He says: "We wanted to take the truth about the product -- that it's probably the best lager in the world -- and make it relevant to today's young drinker. We're trying to build abridge between the good quality of the product and the quality experience it offers you."

The campaign's core target audience is 18- to 24-year-old male drinkers, and Hui says that Carlsberg is trying to reconnect with the humour of young men. …

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