Carlsberg has reinstated its long running 'If Carlsberg did...' strapline following a four year hiatus as the Danish lager brand looks to capitalise on opportunities for user-generated content and internet memes.
The 40-second TV spot, created by 72andSunny Amsterdam, aired last night in the UK and will also run in Ireland, Sweden, Denmark and a range of markets globally.
The film focuses on a 'Carlsberg supermarket' and looks to appeal to a wider audience rather than the typical male lager drinker.
Nic Owen, managing director, 72andSunny Amsterdam commented: “'If Carlsberg did... was a meme before meme's existed and has remained as key internet parlance. We're super excited about making the most of it in a day and age it's perfectly suited for.”
The central ad will also run in 30, 60 and 80 second versions, and will be supported by social, digital and print work.
Mikkel Pilemand, VP Carlsberg brand said the campaign has a strong "global appeal" and was based on consumer insights that "resonate very well with today’s beer drinkers".