The push, which centres around the tagline ‘Do the best things begin with curiosity? Probably’, commences in Hong Kong this week before heading to the UK next month. Set to run across the brand’s 120 markets worldwide throughout this year and next, the programme will appear in cinemas and on TV, online video and broadcast video on demand.
Assets will also include consumer PR, customer relationship management, out-of-home, social media and e-commerce as well as in-store and outlet activations. Financial details were not disclosed.
The basis for the angle taken by the group for its flagship beer is the result of research that found that the concept of curiosity resonated with consumers worldwide.
“Although we are born innately curious, this can be tempered by the pressures of modern life as we grow into adulthood,” the company said. “This insight provides a relatable foundation for the campaign and gives Carlsberg a … role to play in reinvigorating curiosity amongst beer drinkers around the world.”
In results for the full 12 months of 2023, announced in February, the brand saw healthy volumes in Asia offset by challenges in Europe. The beer’s full-year volumes subsequently came in flat as group sales climbed by just over 9% in value terms.
