Kicking off in the UK this week, the spot will extend to other European markets later this month. As well as a presence on TV, the “multi-million dollar” activation also features out-of-home, digital and social media elements.
Lee, who directed Do the Right Thing and Malcolm X, among others, makes a cameo appearance in the TV spot.
Carlsberg has owned the brand rights for New York-based Brooklyn Brewery in Europe and parts of Asia since 2020.
The Brooklyn brand sits in Carlsberg’s premium portfolio and has been “progressing very well” according to the multinational. In results for 2023, reported in February, the brand posted a year-on-year increase in volumes of just over a third.
Speaking to Global Drinks Intel last week, group CEO Jacob Aarup-Andersen offered up details of Carlsberg’s premiumisation strategy, explaining that there are two elements running simultaneously. ” There’s one strategy for our growth markets, where the mix that we put in front of consumers is significantly more premium than our existing portfolio,” he said.
“The other element, which is the majority of our premiumisation of the portfolio, is that we’re moving people up the ladder. That’s a very distinct value-management exercise, which is run with a global programme that is then localised in different markets.”
