FDBusiness.com

Carlsberg Unveils Seth & Riley’s Garage Campaign

 Breaking News
  • 2 Sisters and Standards in Poultry Processing Report Published The Environment, Foods and Rural Affairs Committee in the UK has published its report into 2 Sisters Food Group and Standards in Poultry Processing. The Committee launched an inquiry into 2 Sisters and poultry standards following the undercover footage released by The Guardian and ITN. The evidence sessions looked at the issues raised at the 2 [...]...
  • ADM Wins ‘Most Innovative Food Ingredient’ at Gulfood Excellence Awards Archer Daniels Midland Company has been awarded ‘most innovative food ingredient’ for its natural sweetening solution, Fruit Up® Fiber, at this year’s Gulfood Manufacturing Industry Excellence Awards. The awards recognize best practices and innovation within the food manufacturing industry value chain. Entries were judged on the additional value the innovations brought to developers, as well as [...]...
  • Bayn Europe Enters China Sugar Reduction Market Bayn Europe has signed a strategic framework agreement with Kong Wua Group in China, outlining the establishment of a R&D center for sugar reduction and production of sugar replacer solutions. Through the agreement, Bayn and Kong Wua will bring sugar replacer solution to the market to help tackle the sugar over-consumption social problems. “It is important [...]...
  • It’s Time to End Food Waste – White Paper Among the most interesting topics in the publication ‘It’s time to end food waste’ is a closer look at the psychology of food waste by Nina Waldhauer at the University of Wageningen. Waldhauer explains how “(…) the food sector business can create opportunities for reducing consumer-related food waste. It can be done in ways that acknowledge consumer´s goal [...]...
  • Orkla Sells K-Salat to Stryhns Orkla Foods Danmark has agreed to sell its K-Salat business to Stryhns, which is part of the Norwegian Agra group. The purpose of the sale is to concentrate Orkla’s activities on fewer categories. K-Salat has a product portfolio of salad spreads, mayonnaise, remoulade, dressings and potato salads in Denmark. Under the agreement, Stryhns will take over [...]...

Carlsberg Unveils Seth & Riley’s Garage Campaign

Carlsberg Unveils Seth & Riley’s Garage Campaign
April 25
11:11 2014

Carlsberg Group is launching a new marketing campaign for its sideways step into the ‘hard drinks’ sector with Seth & Riley’s Garage. The campaign for S&R’s Garage will be launched online globally, and be shown on TV in ten countries including Canada, Russia and Denmark.

The beverage, which has an ABV of 4.6%, is aimed at people aged 25 and over, who are seeking something different from their alcoholic drinks. Its immediately obvious, laidback brand persona, perfectly balanced bittersweet taste and rustic appearance clearly differentiate it from its competitors.

The campaign uses the tagline ‘Kind of genius. Kind of’’, and the centrepiece of the communication will be a series of social films developed by Duval Guillaume.

Olga Lee, senior innovation project manager at Carlsberg Group, says: “At the heart of the campaign is the notion that the mind is ready to find something when it is relaxed – so everything starts with an empty garage. The social films and all marketing communication play into this notion with surprising and witty results, alongside an irreverent, confident and somewhat nonchalant approach.”

Seth & Riley’s Garage has already enjoyed a successful launch in Finland where the brand performed well on consumers trying it, differentiation and uniqueness amongst the target audience.

This is Carlsberg Group’s first step into the ‘hard drinks’ category which originated in the USA in 1999 and is now worth $1 billion per annum.

Olga Lee continues: “We have identified a market opportunity to create a drink that targets people who are neither satisfied with the current choice of FABs and other long drinks, nor with beer and wine. And the majority of products similar to S&R’s Garage use garish colours and appeal to a different market.  Our proposition is trendy and modern, in a mature and responsible way. We believe we have bridged the gap with a product that not only tastes great, but has a credible and aspiring proposition for consumers.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements