Carlsberg UK has unveiled what it calls its biggest outdoor and press campaign for Spanish beer brand San Miguel.
Two versions are being used in the a multimillion pound Make Time campaign: Hourglass and Sundial and both are built around the brand’s chalice glass.
Paul Davies, director of brands and insight at Carlsberg UK, said: “These adverts get across the very essence of San Miguel – that we should take a leaf out of the book of the Spanish of making time for yourself, to make time for friends and to make time for a pint of San Miguel.”
Activity will be focused on key cities across the UK, including London, Birmingham, Manchester and Leeds.
The campaign is support by cinema advertising throughout the summer featuring the ‘slow men’ advert first aired last year.
Carlsberg UK hopes 83% of ABC1 men in London will see the adverts at least 18 times and more than 11,000 poster sites across the UK will feature the campaign, including bus stops and digital panels on the London Underground.
National press including The Guardian and The Times as well as men’s magazines like GQ and FHM will be used for the ads.