Carlsberg and actor Mads Mikklesen tackle UK beer decline in a quintessentially Danish campaign.
Danish brewer Carlsberg is looking to increase UK sales with the launch of 'The Danish Way' featuring actor Mads Mikkelsen.
From Fold7, the campaign is Carlsberg's attempt to re-enter the UK market and tackle the long-term decline of lager in the region.
According to Marketing Week, beer volumes in the UK have been broadly flat since 2012. Lager in particular seems to be struggling, with volume sales falling from 3.18 billion litres in 2014 to an estimated 3.15 billion litres in 2015.
The Danish Way sees Mikkelsen cycling through the streets of Copenhagen and questioning what makes Danes the happiest people in the world. It's not nature or hygge, it's Carlsberg.
The UK campaign also features a partnership with Shazam for a Carlsberg glassware marketing push. Users of the music platform will be able to scan Carlsberg branding on touch points in pubs and retailers to win prizes throughout the UK.
The Danish Way follows the revamping its Carlsberg Export packaging late last year.
The ads will run across UK cinemas and TV for a month and will be supported by out-of-home activations.