The campaign, which is designed to “celebrate life’s enriching experiences”, sees the brand undertake a quest to find 20 ‘life-rich’ individuals from across the globe who have unique, compelling and aspirational human stories.
The campaign will come to life via a series of short films through Facebook, YouTube and video-on-demand, focusing on four of the individuals.
In addition, The Guardian will feature a series of advertorials from early August until the end of the year, including a special rich list supplement.
Liam Newton, Carlsberg UK’s vice president of marketing, said: “This is an incredibly exciting time for the brand in the UK, with 2016 being the biggest year of investment to date and with value sales up 10% in the past year.
“This campaign is based on our brand research which showed that San Miguel drinkers value experiences and are continually looking for fulfilling ways to live their lives. This campaign responds directly to that desire and is intended to build brand equity with our ‘experience seeking’ audience.”
Running alongside this campaign is the San Miguel commercial, which was launched last year. With a £7m spend over this year and last, the UK ad campaign is designed to give insight into the brand’s 125-year history.