Carlsberg ‘White Cliffs of Dover’
Client: Carlsberg
Brand: Carlsberg
Discipline(s): Digital & Social Media, Live Media
Ideas Matter
Our challenge was to support the UK launch of Carlsberg’s global repositioning, with PR coverage and digital buzz. The plan was moving the brand away from ‘Probably the best lager in the world…’ – which has run for 30 years – to ‘That calls for a Carlsberg’, placing the brand as the reward for consumers who ‘Step up and do the right thing’ to deserve a beer.
Our White Cliffs projection was core to the brand idea of ‘doing the right thing’ – i.e. our guys were repairing Dover’s White Cliffs after natural damage had occurred to them.
Results Matter
Our target was 100,000 hits in one week. We smashed this in three days and are now running at more than 134,000 hits. Our White Cliffs video made No.1 most viewed in Entertainment on YouTube during the launch week.
We matched our target audience in terms of those viewing the video (most watched by 18-34 males).
Coverage was achieved across a number of national titles, including The Sun.
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Video