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Carlsberg 0.0 Charts All the Things You Can Do Better Sober

Carlsberg 0.0 Charts All the Things You Can Do Better Sober

DIGITAL MARKETING NEWS

Carlsberg 0.0 Charts All the Things You Can Do Better Sober

After the excesses of the holidays, many people pledge to cut back on drinking as a New Year’s Resolution—which makes January a perfect time for Carlsberg to run an its first global ad for its alcohol free beer, Carlsberg 0.0.The spot, created by Grey Europe, features Danish actor Mads Mikkelsen (known for the TV series Hannibal and movies like Casino Royale and Doctor Strange).Employing dry humor, the ad follows Mikkelsen as he tells the viewer many of the things that can be done better when drinking alcohol-free beer: playing tennis, balancing, parking in space, appreciating art and even skipping his own ad.Zero-alcohol beer brands have seen significant growth in recent years, with the launch of offerings from major brands and craft players. Carlsberg Group’s alcohol-free brews portfolio grew 29% between July and September of 2020, the company said.The new Carlsberg ad will initially launch in Ireland and Denmark before running in global markets later in 2021. “At Carlsberg we believe that there is more to beer than its alcohol content and that great moments can be made better with beer,” said Julian Marsili, global brand director for Carlsberg. “That’s why we created a great tasting alcohol-free beer to make more moments even better. That’s what we wanted to celebrate in the ad.”Carlsberg isn’t the only brand to tap into the alcohol-free trend, as consumers seek healthier options. Last year, Budweiser launched its first ever alcohol-free beer, called Budweiser Zero. Budweiser marketing vp Monica Rustgi said in a statement at the time that the brand has watched “hundreds” of new options enter the market over the past year, with non-alcoholic drinks “quickly rising in popularity.”Between 2015 and 2019, mentions of Dry January on social media increased by 1,083%, according to analysis from market research firm Mintel.CREDITS:Client: CarlsbergGlobal Brand Director: Julian MarsiliSenior Global Brand Manager: Eric Yves SchmidgallHead of Marketing & Sponsorship, Denmark: Christopher Bak BillingGlobal Brand PR Manager: Sam WainwrightCreative Agency: Grey EuropeChief Creative Officer Grey Europe: Javier CampopianoGlobal ECD, Carlsberg: Emiliano Gonzalez De PietriChief Strategy Officer: Lars SamuelsenCreatives: Andreas Hoff, Sam Haynes, John GibsonAccount Directors: Jeremy Pyne, Charlotte PorsagerAccount Manager: Christoffer JensenExecutive Producer: Casper C. Rasmussen Production Company: CanadaProduction Company Producer: Marta ArgullósProduction Company Executive Producer: Natali SussmanDirector: Miguel CampanáComposer: Alexis EstizBand/artist: Alexis EstizStudio: Pickle Music


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