Fold7 produce a series of 20 TV spots that will air throughout the mid-week sports schedule.

Objective:

Get Carlsberg out of the fridge and into the hands of guys who want to kick back with a beer and their favourite sports channel. Reaffirm the brand positioning of Carlsberg as a reward around the tag-line “That calls for a Carlsberg”.

Creative strategy:

Move messaging on from the heroic scale of the Everest TVC produced for the Global brand relaunch. Feature guys rewarding themselves and their mates with a Carlsberg for an everyday job well done.

Activation:

20 TV spots to air hourly throughout-the mid-week sports scheduled for the length of the partnership deal.