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Carlsberg UK ‘Born to be Chilled’ campaign

Monday June 9, 2014 at 5:14pm
Carlsberg UK is launching ‘Born to be Chilled’, the first cross-portfolio campaign to be created by marketing agency The Marketing Store, including radio advertising and partnerships, tickets to exclusive gigs and an on-pack promotion offering a Cool Bag Sound System which keeps drinks cold while playing their favourite tunes. Inspired by the idea of ‘Total Refreshment’ and the notion that any drink served warm is sacrilege, ’Born to be Chilled’ encourages consumers to enjoy this summer with a refreshing cold drink while experiencing a range of live music events. The campaign is supported by a national on-pack promotion; consumers who purchase participating brands will have the opportunity to claim a Cool Bag Sound System which keeps drinks refreshed whilst playing their favourite tunes. Consumers enter codes on promotional packs plus a contribution of £7.99 (18+ only) and head online to www.borntobechilled.co.uk to claim their bag. As part of the campaign, indie, alternative and rock music station XFM will host five ‘Born to be Chilled’ sessions. Taking place in London and Manchester, the ‘Born to be Chilled’ sessions are a series of stripped back, intimate, acoustic gigs. Each session will be supported by a different Carlsberg UK drinks brand, including Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg. The ‘Born to be Chilled’ sessions are being promoted on XFM’s London and Manchester stations this week, with ticket giveaways on air. Additionally, xfm.co.uk will be hosting an interactive ‘garden’ filled with summer and festival-related content. Carlsberg UK is investing over £2m in the Born to be Chilled refreshment campaign spanning on-pack, ATL and digital channels, from June through to September. Jonathan Dee, marketing controller for Occasional Brands at Carlsberg UK, says: “This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer.”
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