CARLSBERG UK has stepped up the marketing support for Carlsberg Export with the launch of the first stand-alone campaign for the beer in ten years.
The ‘Trust Your Tastebuds’ campaign follows consumer research in which the majority of participants are said to have preferred Carlsberg Export over a rival brand.
Outdoor advertising and social media activity launched in time for Easter, with a second burst scheduled for June.
“While Export has always been a key pillar of our Carlsberg family of brands alongside our core Carlsberg lager and specialist Jacobsen range, this research offers a fantastic opportunity to celebrate Export, throwing a spotlight on its fantastic taste,” said David Scott, director of brand and insight at Carlsberg UK.
The brand’s bottle design has also been tweaked to coincide with the marketing campaign.
‘Trust Your Tastebuds’ is part of a £14 million marketing investment in the Carlsberg portfolio this year.
Earlier in the year the company launched a significant advertising campaign for the main Carlsberg brand.
The activity included the return of the ‘If Carlsberg did…’ campaign.
The 30-second ad aired across multiple channels, including ITV, Channel 4 and Sky 1 in its initial run with a 60-second version available online. The new ad, which is scheduled to return to screens for two further runs later in 2015, focuses on the scenario of a Carlsberg supermarket – using the tag line “Probably the best supermarket in the world”.
Carlsberg UK estimates that over one fifth of the UK’s adult population should have seen the advertisement at least once during the first run.
Dharmesh Rana, senior brand manager for Carlsberg at Carlsberg UK, said the ‘If Carlsberg did…’ tagline “remains one of the most iconic and recognisable advertising slogans in the world and in some ways part of the consumer psyche”.
“Through the new television ads and wider marketing campaigns for Carlsberg and Carlsberg Export, we will begin to dial up the brand’s authenticity and heritage credentials which date back to our brewing founder, J.C Jacobsen in Copenhagen,” said Rana.
“It’s the biggest investment in the brand in recent years, and by targeting programmes including Broadchurch, Rude Tube, The Last Leg and 8 Out of 10 Cats Does Countdown, we’re reaching a much broader audience than ever before and re-capturing the imagination of consumers.”