Continuing on with our look at some of Carlsberg's
"Don't Do" campaign, Flatmates remains a top audience favourite.
Carlsberg is a brand that has a playful image and this ad really reinforced the
target markets opinion that it was a likeable brand. The total campaign saw a
steady rise in sales for the company, and entered into the pantheon of great
Irish advertising. Also worth noting is the copy line, "Carlsberg,
probably the best larger in the world", is still widely remembered and
universally believed as a catchphrase.
OwensDDB's market research showed that consumers valued the
brands integrity and lack of pretension. Many of the ad's also prominently
featured football, a key interest in the target demographic and tied to
Carlsberg's corporate sponsoring of Irish football. The cleverness, insight and
imagination this campaign portrayed makes it clear why it is still so widely
remembered and has become a key distinguishing feature for the brand.
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