Analyst firm Nielsen groups these beers into the “easy drinking lager category” and said they account for 10% of the UK off-trade beer market (MAT to March 2013).
It added that San Miguel Fresca makes up 15% of this category, and Carlsberg hopes the campaign will help it earn an even larger share.
David Scott, director of brands and insight, said: “The TV debut of San Miguel Fresca marks a step up in our support for the brand. Easy drinking beers account for one in five UK sales of bottled beer and the combination of this innovative new brand with the credibility of San Miguel has proven to be a hit with younger lager drinkers on a night out or getting together with friends at home.”
The 20-second ad focuses on a bar in a Spanish plaza where time is of no concern and friends enjoy cold beers while Latin music plays out. A group of friends enjoy San Miguel Fresca outside, while inside the barman throws a towel over a clock, and switches off another one on the wall.
TV slots running from the end of May are targeting “young upmarket males” and appearing on ITV1, Channel 4, Five and a range of digital stations.
Carlsberg said the brand’s target demographic is “increasingly time-shifting their TV viewing”, so it will also appear on popular on-demand programmes via 4OD, ITV Player and Sky On Demand.
A new Facebook page for San Miguel Fresca is also being launched to coincide with the ad campaign.