The company plans to promote two of its three Carlsberg brands, Carlsberg and Carlsberg Export, with multimillion-pound advertising campaigns.
Carlsberg lager will have £8m thrown behind it as the company continues its "If only everything in life was as good as a Carlsberg" campaign, with a third execution to follow the two current advertisements.
It also plans to spend £6m returning to its "So good the Danes hate to see it leave" advertising for Carlsberg Export, the third biggest-selling draught premium lager in the UK. Breaking in April, a new execution called "breakdown" will show the lengths to which a nice, elderly Danish lady will go to prevent Carlsberg Export from leaving Denmark.
Supermodel Helena Christensen will appear in print ads for Carlsberg Export, which has also been given a new image. The TV and press ads were created by Saatchi & Saatchi, and the new packaging was created by Siebert Head. Media buying is through Zenith Media.
Carlsberg-Tetley has increased its marketing spend for 2002 to £28m from £16m last year, a rise of 75%. The brewer hopes it can increase sales against brands such as Stella Artois, the biggest-selling premium lager brand in the UK.
Carlsberg also promotes itself through its association with football and rugby, with its status as the official beer of the Football Association and English rugby. It is also reportedly looking at a deal with the Football Association to promote responsible drinking.
Doug Clydesdale, managing director of brand and sales at Carlsberg-Tetley, said: "It is a very exciting time at Carlsberg-Tetley. The sales of these two brands are delivering double digit growth in a market up only 1% or 2%."
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