The brewer is investing £12 million in TV ads for its flagship lager, starting with a 30-second ad about “if Carlsberg did supermarkets” which will air during popular ITV drama Broadchurch.
The ad will run on channels including ITV, Channel 4 and Sky 1 for six weeks, with a 60-second execution available digitally.
Some 22% of UK adults are expected to see the ad during its run, and two more “If Carlsberg did” ads are to run later this year, along with ads on radio, outdoors and sponsorships.
Senior brand manager Dharmesh Rana said: “‘If Carlsberg did’ remains one of the most iconic and recognisable advertising slogans in the world and in some ways part of the consumer psyche. Through the new television ads and wider marketing campaigns for Carlsberg and Carlsberg Export, we will begin to dial up the brand’s authenticity and heritage credentials which date back to our brewing founder, JC Jacobsen in Copenhagen.
“It’s the biggest investment in the brand in recent years, and by targeting programmes including Broadchurch, Rude Tube, The Last Leg and 8 Out of 10 Cats Does Countdown, we’re reaching a much broader audience than ever before and recapturing the imagination of consumers.”
The first “probably the best” ad was created for Carlsberg by Saatchi & Saatchi in 1973. The ads ran until 2011, when they were replaced with new tagline "that calls for a Carlsberg".