Carlsberg Citrus is making its TV debut in a new version of the hugely successful ‘Crate Escape’ ad.
The refreshing lager makes its appearance at the end of a re-edited execution of the popular ad for the Carlsberg brand.
‘Crate Escape’ is a humorous interpretation of the film ‘The Great Escape’, set in a remote health spa where men find ingenious ways to secretly break out and smuggle a crate of Carlsberg back into the spa.
In the latest version, after the “that Calls for a Carlsberg” tagline, viewers are advised “for even more refreshment, try new Carlsberg Citrus, blended with natural limes.”
The ad premiered in high profile slots across the Bank Holiday weekend, including the Champions League Final, as well as being shown during the England v Republic of Ireland International on May 29. It will continue to appear in popular sports and entertainment programmes on channels including TV1, Channel Four, Five, Sky One, Sky Sports and Dave until the end of June.
Carlsberg Citrus, the first brand extension for Carlsberg in a number of years, was launched earlier this year. The refreshingly smooth lager is blended with natural Persian and Key limes.
David Scott, Director of Brands & Insight, Carlsberg UK, said: “The appearance of Carlsberg Citrus at the end of the latest version of the memorable Crate Escape advertisement reinforces its position at the heart of the Carlsberg brand family. The start of summer is the ideal time to encourage consumers to try a chilled, refreshing Carlsberg Citrus.”
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About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. More than 43.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 hectolitres of beer, which is about 40 billion bottles of beer annually.
About Carlsberg UK
Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel and Tetley’s.