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By John Glenday | Reporter

March 20, 2023 | 3 min read

The suave actor has reprised his long-term role as brand ambassador for Carlsberg by promoting the cultural prerogative of the Danish brewer.

Slipping into character, Mads Mikkelsen tells the story of the Carlsberg Foundations’ work to promote projects across the arts and sciences, including the development of future crops.

Drawing UK viewers into the loop, the campaign winds the clock back to the altruistic work of Carlsberg founder J. C. Jacobson and his son Carl in 1876 and 1902, championing the pair as visionaries behind some of the oldest industrial foundations on the planet.

Screening on broadcast video on demand, YouTube, Facebook, and Instagram, with a little push from OOH activations, the campaign sees Mikkelsen serve as a debonair history teacher, showcasing key projects along the way.

Sam Johnson, head of marketing for Carlsberg, said: “We’re really excited to share the story of the Carlsberg Foundations with UK audiences for the first time. The Foundations truly showcase our belief that through making a better beer, we can make positive changes so it’s great to be able to shine a light on the progress our beers are helping to create. And we are pleased to once again partner with Mads Mikkelsen to help bring this fantastic story to life.”

Developed by Grey Europe, AKQA Denmark, VMLY&R Commerce and produced by MYGOSH & Canada the campaign gives particular emphasis to a commitment to employ 100% regenerative barley by 2040.

Lending proceedings a particularly British bent the campaign promotes a long-term partnership with Carlsberg WWF-UK to help supply up to 175m pints of fresh water on farms across East Anglia.

Mikkelsen has previously turned his murderous persona towards introducing Carlsberg’s Pilsner, a ‘new brew’ designed to counter Twitter trolls who liken the beer to “the rancid piss of Satan”.

Marketing Brand Purpose Carlsberg

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