Carlsberg Citrus makes TV debut

29 May, 2013

Carlsberg Citrus has made its TV debut in a new version of the Crate Escape campaign which sees men trying to break out of a remote health spa to smuggle in a crate of beer.

In the latest version of the riff on classic film The Great Escape, viewers are told: “For even more refreshment, try new Carlsberg Citrus, blended with natural limes.”   

The ad premiered during the Bank Holiday weekend and ran during the Champions League Final.

It will continue to appear on channels including ITV1, Channel Four, Five, Sky One, Sky Sports and Dave until the end of June.    

David Scott, director of brands and insight at Carlsberg UK, said: “The appearance of Carlsberg Citrus at the end of the latest version of the memorable Crate Escape advertisement reinforces its position at the heart of the Carlsberg brand family.

“The start of summer is the ideal time to encourage consumers to try a chilled, refreshing Carlsberg Citrus.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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