Carlsberg - Fan Academy

I chose this due to the fact that being an international student, I was fully able to appreciate and understand it. Even though it was not shown anywhere other than the United Kingdom, I feel it represents internationalism well.

It was a creative commercial highlighting one of the biggest sporting events of the year (the European Championship football tournament).  Through this advert, the consumer was able to feel like an active member of the game and root for their chosen team.  Instead of focusing on the actual product, the advertising structure focused on the feeling of inclusion. The consumer was the focus instead of the actual product.

This advert, normally too lengthy to be shown on television, had its own TV spot. It marked the first change to the branding since it chose a new tagline (“That Calls for a Carlsberg”) in 2011 (Joseph, 2012).

With the help of this advert, Carlsberg’s sales in beer went up by 1.01%, and their net revenue increased by 1.06% (Carlsberg Group, 2012). And although there is no direct statement accrediting this increase to the 2012 advert campaign, one can only assume.