The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Beach Body Ready Carlsberg Beer

Carlsberg subverts Protein World ad with 'beer body ready' London Underground projection


By John McCarthy, Opinion editor

April 30, 2015 | 3 min read

Carlsberg has mocked Protein World’s ‘Beach Body Ready’ ads with a proposition of its own, ‘Beer Body Ready’.

The beer brand is looking to capitalise upon the attention and controversy stormed up by the protein supplement brand whose London Underground ads provoked protestors and saw 360 complaints issued to the Advertising Standards Authority (ASA) resulting in a ban of the campaign in its current form.

As a wave of protestor and brand-made response adverts emerged criticising the heavy-handed campaign, Carlsberg joined the fray.

Hijacking the campaign, Carlsberg placed its cross-track projections ads in major commuter spots across the London Underground in close proximity to Protein World’s inflammatory ads.

Dharmesh Rana, senior brand manager at Carlsberg UK, said: “At Carlsberg, we’re not bothered about beer drinkers being beach body ready, our priority is ensuring they’re able to enjoy a nice, cold Carlsberg without worrying about their appearance.

“That’s why we’ve decided to remind the public at major commuter spots across London that it’s not about the way you look, or having probably the best body this summer, its about enjoying a Carlsberg whether you’re on the beach or at your local.”

The executions will run at London Euston, Liverpool Street and Embankment stations from Thursday (30 April) to Sunday (3 May).

The move seems to have only empowered Protein World however.

Media was planned and bought by OMD UK.

Carlsberg has been creative in its outdoor executions of late, early in April the company erected a poster offering free beer to Shoreditch passer-bys.

Beach Body Ready Carlsberg Beer

More from Beach Body Ready

View all


Industry insights

View all
Add your own content +