E-Malt.com News article: United Kingdom: Carlsberg to launch a £7 mln marketing campaign for San Miguel beer next month

Carlsberg is to launch a £7 mln marketing campaign for San Miguel beer, its first in the UK since it took over marketing for the brand last year, the Marketing Week posted on April, 20.

The campaign is to begin on May 9 with a television advertisement and will be supported by outdoor, print, and cinema activity. An experiential campaign will also run at train stations throughout the UK.

The campaign uses the strapline “Not a quick beer” and aims, the company says, to tap into the growth in world beers that indicates that customers are “looking for something to savour and enjoy when relaxing with friends after another busy week”.

To support the launch within the off-trade, Carlsberg is also introducing new packaging for the brand including new can and bottle label designs to “ensure a more premium look and feel for the brand”. The new designs are based on the brand's presentation in continental Europe.

Carlsberg took over production, sales, marketing and distribution for San Miguel in the UK from the combined Scottish & Newcastle and Heineken portfolio last October.


22 April, 2009