Carlsberg "Nightclubs"

I'll end this review of the Carlsberg "Don't Do" campaign with this last ad, which shows what Carlsberg would do if in charge of nightclubs. As stated before, the campaign was incredibly successful. While I have only showcased ads created primarily for the Irish market by OwensDDB, many other agencies (in particular Saatchi&Saatchi) produced similar ads worldwide. Many of the Irish ads were also shown to international audiences.

Upon the campaigns completion, Carlsberg faced many challenges with creating a campaign that easily encompassed the brand values and viewpoint as concisely as this series. By 2005, Heineken had become the market leader and Carlsberg was forced to rethink their strategy to ensure consumers remembered why they loved Carlsberg. However this stall in Carlsberg's growth cannot diminish the success and popularity of this brilliant campaign.