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Carlsberg Marketing XFM

Carlsberg to sponsor series of acoustic sessions on XFM as part of £2m campaign

By Angela Haggerty, Reporter

June 4, 2014 | 2 min read

Carlsberg UK will sponsor a series of five acoustic gig sessions on XFM as part of a fresh £2m campaign.

Campaign: Carlsberg has teamed up with XFM

‘Born To Be Chilled’ is the first cross-portfolio campaign created by The Marketing Store for the brand, and each session will be supported by a different Carlsberg brand, including Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg. It’s not yet known which acts will be taking part.

The campaign will also feature promotion on-pack and through digital channels until September.

Jonathan Dee, marketing controller for occasional brands at Carlsberg UK, said: “This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer.”

Sav Evangelou, executive creative director at The Marketing Store, added: “Throw live music to the mix and we have real-life experiences that are exclusive, desirable, social, memorable and uniquely Carlsberg.”

XFM’s London and Manchester stations began promoting the sessions this week alongside ticket giveaways, and the station’s website will host an “interactive garden” with “summer and festival-related content”.

Carlsberg Marketing XFM

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