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SBD Global/September 26, 2013/Marketing and Sponsorship

Carlsberg Brewery Releases New Premier League 'Rollercoaster' Ad Campaign

Carlsberg brewery "has unveiled a global campaign" promoting its three-year deal as the official beer partner of the Premier League, according to Alex Brownsell of MARKETING MAGAZINE. The campaign is "part of its on-going 'That call for a Carlsberg' strategy." Carlsberg "has rolled out a TV and cinema ad, called 'the ride,' which shows fans of Premier League clubs experiencing the highs and lows of a season on an actual rollercoaster." To reflect the emotional "ups and downs" of supporting a Premier League club, the ad "captures the expressions of supporters as they hurtle along on the rollercoaster" (MARKETING MAGAZINE, 9/25).

THE SHOOT: ADVERTISING AGE's Shareen Pathak reported the campaign was created via agency Santo in Buenos Aires. The agency "picked up the global business in February." The "epic spot" features everyone involved in the game: players, coaches, fans -- even the referees and linesmen. Former football players Robbie Fowler, Gareth Southgate, Jimmy Bullard, Marcel Desailly and Chris Kamara "appear in the spot, which used 200 extras and was shot at the Walibi Park near Amsterdam." Carlsberg "will extend the campaign to print, out of home, digital, PR and packaging, with a 'no matching luggage' approach" (ADVERTISING AGE, 9/25).
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