Market changes and new consumer trends gave Carlsberg no choice but to re-look at their marketing strategy. To most, it remained a 90’s session lager synonymous with football, and was unable to compete with the surge in popularity in craft beers. As a result, it was being delisted from major grocers.

Join Fold7’s Strategy Partner, Yelena Gaufman, and ECD/Founder, Ryan Newey, as they look back at the challenges that led to the 2017 re-launch brief, and alongside Liam Newton, Carlsberg’s VP of Marketing, they share insights behind ‘The Danish Way’ campaign. Hear first-hand, how developing an integrated platform idea across broadcast and Content, has put Carlsberg back on the incline.