Carlsberg takes Danish rebrand global

Carlsberg is rolling out its Danish re-positioning globally after appointing Fold7 to its global account.

The agency, which has held the U.K. business for five years, picked up the account without a pitch.

Fold7 created the The Danish Way campaign, starring Hollywood actor Mads Mikkelsen, which launched in April and took the beer brand back to its heritage by positioning it as an icon of Danish life.

In September, it was developed to run across Western Europe and Russia. As of next year, it will become the first global Carlsberg campaign running simultaneously in all markets.

"We’ve seen a tremendous response to the campaign from markets outside the U.K.," said Russell Jones, VP of marketing at Carlsberg. "We believe it can have a great impact at a global level, helping to bring new consistency to our communications and appeal to the brand… probably!"

This story first appeared on campaignlive.co.uk.

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