Carlsberg is rolling out an activation in the UK for its Birrificio Angelo Poretti Italian beer brand.
The above-the-line campaign, titled ‘Welcome to the Lake’, kicks off in the country this week at a cost to the brand owner of GBP5m (US$6.5m). Comprising TV, digital, social, out-of-home and cinema elements, the activation has been designed to “establish [Poretti’s] position as the premium stylish choice for world beer drinkers”.
Carlsberg cited CGA OPMS and Nielsen data from late last year to back up its claim that Poretti is “the UK’s fastest growing Italian lager”.
“The world beer market has devolved into a sea of sameness,” said the company’s UK head of marketing for Carlsberg, Poretti and Somersby, Sam Johnson. “This is our chance to inject something new.
“We wanted to build a playful world set around the Northern Italian lakes, based on the eccentric lifestyles of the locals – a group … who refuse to live a normal life.”
In results for the 12 months of last year, announced in February, Carlsberg saw its ‘Western Europe’ reporting region come in flat in sales terms on 2023.
