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Carlsberg Chill TVC promotes beer for the Chinese palate

By: Debbie Cai, Singapore
Published: Aug 24, 2005
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Hong Kong - Bartle Bogle Hegarty Asia Pacific (BBH) has been appointed by Carlsberg after a competitive pitch, to handle creative for the TV launch of Carlsberg Chill -- the newest product for the brand, developed specifically for the Chinese palate -- in a first time collaboration between both parties. The TVC was launched in Hong Kong on August 10. “The challenge was to give Carlsberg Chill a vibrant personality without undermining the status of Carlsberg Green Label, a perennial favourite which has been sold in markets like Hong Kong for many years,” said Anders Yngwe, Senior Commercial Development Manager Carlsberg Breweries A/S. “BBH presented us with a fresh and exciting approach to the beer category, supported by strategic thought and solid consumer validation -- the campaign will not only put some real emphasis behind the Carlsberg Chill launch but also help further strengthen the Carlsberg brand franchise in Hong Kong.” “We are delighted to be working with Carlsberg to launch Carlsberg Chill in Hong Kong”, said Charles Wigley, Chairman of BBH Asia Pacific, in a statement.  “We’ve given Carlsberg Chill plenty of edge and personality and early tests have shown very strong resonance with the target audience, reinforcing BBH’s ability to create campaigns for clients that really cut through and deliver.” Targeted at young, cosmopolitan Asian consumers, Carlsberg Chill offers a lighter tasting beer while maintaining the unique flavour and character of a Carlsberg beer.

 

Companies featured:

  • Bartle Bogle Hegarty Asia Pacific

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