Tuesday, May 11, 2010
Carlsberg world cup initiative – “Probably the best team talk in the world”
I was pleased to see that Carlsberg UK continues its impressive communication focus ‘Probably the best’ during the world cup. Carlsberg is the official beer of the England team. This time they've created a strong ad with very high emotional 'I love England' connection. The English are due to love that one! It starts in the England dressing room with Stuart Pearce geeing up players a few minutes before kick-off before they set off for the pitch surrounded by a who’s who of English sporting heroes, as well as chart-topping rockers Kasabian.
What I find encouraging is Carlsbergs strategic comms focus. They’ve reaped rewards with their brand and communication platform – and they won’t, as many other companies do, change a good, winning formula despite recession, internal re-organisations and other issues that can get in the way of strategic, long-term brand development. Great ad and well done Carlsberg!