Carlsberg stunts with bikers in cinemas

Background

In early 2011, Carlsberg launched a new global positioning and campaign theme ‘That Calls for a Carlsberg’. Carlsberg is a well-known brand, but people didn’t necessarily know what the brand stands for. They wanted to tell the Carlsberg story, so every market would know that Carlsberg beer stands for tradition, quality, a great taste … and making the right choices.