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Carlsberg: Welcome Back Pubs
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Brewer Carlsberg UK has launched a ‘Welcome Back Pubs' campaign that captures the nation's appreciation of their cherished local pub and the anticipation of a long-awaited draught pint of Carlsberg Danish Pilsner with friends. With lockdown restrictions easing and news that pubs in England can safely reopen from 4th July, the brewer moved quickly to finalise and film an integrated campaign within 10 days, ready to mark the cultural moment when pubs can safely reopen their doors having been closed for three months. Developed by Fold7 and Initiative, the integrated campaign launches on Friday 3rd July. It includes a two-day roadblock of TV spots – in the style of an escape movie spoof – targeting every slot at 9.30pm; social video reaching every drinking-age Twitter user in the country; an ITV Hub, large format and statement roadside DOOH; and national press takeover with front and full page ads carrying the message: “Tastes even better when we’re together? Probably.” The highlight of the campaign is a new ad which cleverly captures the more mundane moments of life during lockdown that many people have experienced, before the action picks up pace, all leading to the much missed and familiar local pub. The ad climaxes with a perfect pour of a Danish Pilsner in a beer garden enjoyed safely with friends.
Business Director: Sarah Kay Related |
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