Carlsberg launches year-long campaign in Malaysia

Carlsberg has unveiled a new thematic campaign in Malaysia, putting a modern twist on one of its iconic beer advertising campaigns called ‘If Carlsberg did...’.

The campaign demonstrates what the world would be like if it was as superior as Carlsberg beer. This campaign has been running in the UK, Ireland, Sweden, Denmark and a range of other markets around the world. In a press statement, Carlsberg Malaysia said that Malaysia is now “ready to take this a step forward based on strong local insights that ring true to our consumers within the region.”

“This campaign that we are embarking on is unique, as it plays with Carlsberg’s trademark humour and imagination,” said Juliet Yap, marketing director of Carlsberg Malaysia.

Engaging consumers from a digital front, Carlsberg’s thematic campaign was launched with a 30-second web video which offers an amusing take on a common experience of an everyday beer drinker. The video captures a man’s weariness as he accompanies his girlfriend while she shops. The story takes a twist when he discovers, to his sheer delight, a men’s oasis behind the walls of the fitting room.

This video was produced locally and will be released in other Carlsberg markets around the world.

Take a look:

The campaign is set to run through the year, with another five web films being set for release. Similar to the debut video, the forthcoming videos will highlight everyday experiences and how Carlsberg turns them into something superior in a witty manner .

“It is definitely a cheeky take on a couple’s shopping experience. In coming up with this video, the thought was that, if Carlsberg did fitting rooms and got into the shopping experience, what would it be like? I am sure we would work to make it the best fitting room in the world for men! But we don’t, we make probably the best beer in the world,” Yap said.

Taking the campaign beyond the screen and bringing it to life, shoppers around Pavilion and Mid Valley Mega Mall in KL, Gurney Plaza in Penang and The Shore in Malacca were taken by surprise on Friday and Saturday as with those carrying shopping bags being treated to a complimentary pint of Carlsberg at participating Carlsberg outlets.

“Taking cue from the tagline ‘If Carlsberg Did...’, we thought it would be a good idea to put a smile on shoppers, particularly those accompanying their partners shopping. We hope to give shoppers probably the best shopping experience, with probably the best beer,” Yap added.

Meanwhile, 150 participating food courts and Chinese restaurants throughout the country will be running the Carlsberg“ Get-Together ”Night. At these events, consumers stand a chance to win a barrel of Carlsberg at the outlet. This provides a unique experience for consumers in these outlets as they do not normally enjoy Carlsberg fresh from tap.

Earlier this year, Carlsberg Malaysia appointed Leo Burnett as its creative agency for the Malaysia market.