Carlsberg: Making Much Loved Advertising More Effective

Diageo's Carlsberg beer brand found that its steady upward growth in the Irish Republic had stalled due to competition in the market, decreasing brand loyalty and difficulties in following up on its previously successful 'Don't Do' campaign.

Carlsberg: Making Much Loved Advertising More Effective

Irish International BBDO

COMPANY PROFILE

INTRODUCTION & BACKGROUND

Carlsberg has a long heritage of greatly loved advertising but this has not necessarily always been effective at convincing enough people to fall in love with the brand. Our challenge was to continue the tradition of creative excellence but make the advertising more effective at making people love the Carlsberg brand.

Improving Carlsberg's advertising was not going to be an easy task. For many years Carlsberg had enjoyed a reputation for really fantastic commercials. Films showing the banks, nightclubs, World Cup performances and flatmates that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands