After the excesses of the holidays, many people commit to cutting down on drinking as a New Year’s resolution. This makes January the perfect time for Carlsberg to run its first global ad for its non-alcoholic beer, Carlsberg 0.0.
The spot, created by Gray Europe, shows the Danish actor Mads Mikkelsen (known for the TV series Hannibal and films like Casino Royale and Doctor Strange).
The ad follows Mikkelsen with dry humor as he tells the viewer many things that can be done better by drinking non-alcoholic beer: playing tennis, balancing, parking in space, appreciating art, and even skipping his own ad.
The alcohol-free beer brands have seen significant growth in recent years with the introduction of offers from major brands and craft operators. The Carlsberg Group’s portfolio of non-alcoholic beers grew 29% between July and September 2020.
The new Carlsberg ad will initially run in Ireland and Denmark before launching in world markets later in 2021.
“At Carlsberg, we believe there is more to beer than just alcohol and that great moments can be made better with beer,” said Julian Marsili, global brand director for Carlsberg. “That’s why we created a delicious non-alcoholic beer to make more moments even better. We wanted to celebrate that in the ad. “
Carlsberg isn’t the only brand taking advantage of the alcohol-free trend as consumers seek healthier options.
Last year Budweiser launched its first non-alcoholic beer called Budweiser Zero. Budweiser Marketing vp Monica Rustgi said in a statement at the time that the brand launched “hundreds” of new options over the past year, with soft drinks “rapidly gaining popularity”.
Between 2015 and 2019, Dry January social media mentions rose 1,083%, according to an analysis by market research firm Mintel.
Global Brand Director: Julian Marsili
Senior Global Brand Manager: Eric Yves Schmidgall
Head of Marketing & Sponsoring, Denmark: Christopher Bak Billing
Global Brand PR Manager: Sam Wainwright
Creative agency: Gray Europe
Chief Creative Officer Gray Europe: Javier Campopiano
Global ECD, Carlsberg: Emiliano Gonzalez De Pietri
Chief Strategy Officer: Lars Samuelsen
Creative: Andreas Hoff, Sam Haynes, John Gibson
Account Directors: Jeremy Pyne, Charlotte Porsager
Account Manager: Christoffer Jensen
Executive producer: Casper C. Rasmussen
Production company: Canada
Production company producer: Marta Argullós
Executive producer of the production company: Natali Sussman
Director: Miguel Campaná
Composer: Alexis Estiz
Band / Artist: Alexis Estiz
Studio: Pickle Music