Lexis lands Carlsberg content brief to drive social sharing

Carlsberg has handed Lexis a content-driven brief believed to be worth a six-figure sum.

Carlsberg: Content-focused brief for Lexis
Carlsberg: Content-focused brief for Lexis

The agency is tasked with creating content for an international campaign that will launch within a month and run until the autumn.

Lexis head of digital, planning and content Dominic Shales said the work would focus on creating shareable, unforgettable experiences.

The agency will handle strategy and media relations for the campaign, which will feature the ‘That calls for a Carlsberg’ tagline. This was introduced internationally two years ago, replacing the UK’s long-running ‘Probably the best beer in the world’ line.

Another part of Lexis’ brief is to promote an existing online video called Carlsberg puts friends to the test. The video, which is on YouTube, focuses on real people responding to a prank emergency request from a friend for money for a poker game.

Shales added: ‘The strategy will be threefold and will cover media relations, social media activity and seeding the video. It’s about encouraging people to share it online and reaching the right influencers.’

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