Fold 7 wins back Carlsberg Global account

Fold7 has been reappointed as the global agency of record for Carlsberg after it lost it to Grey in 2019.

Grey Europe had won the global brief for Carlsberg’s alcohol-free beer in December 2019 in a pitch that Fold 7 lost. Grey continued to work with Carlsberg globally after that, while Fold7 retained the Carlsberg UK business.

Fold7 then won further global Carlsberg Group brands, Kronenbourg 1664 Blanc and Somersby, over the past year and a half.

Lynsey Woods, global brand director at Carlsberg Brand, stated, “Carlsberg advertising is enjoyed by consumers and held up as some of the most innovative, authentic, and entertaining in the industry. I’m really looking forward to doing even more great work with the very talented team at Fold7.”

Ryan Newey, founder, and chief creative officer at Fold7, added, “Is Fold7 the best home for Carlsberg? Probably. We are all over the moon about this win as Carlsberg is a brand we have a lot of heart for.”

Fold7 shop created Carlsberg’s The Danish Way campaign in 2017, when it introduced Danish Hollywood star, Mads Mikkelsen, to the brand.  It was also behind the famous Probably not campaign, which bravely addressed Carlsberg’s public opinion problem about being “Probably the best beer in the world” head-on. People had decided that the old Carlsberg brew was not the best beer in the world.

Grey’s swansong is a global campaign that shows the brand’s social purpose. It is the first time that Carlsberg has told the story about the contributions of the Carlsberg Foundations – one of the world’s oldest industrial foundations. The campaign uses this, as an illustration, to substantiate why Carlsberg is “probably the best beer in the world”. The stories from the Carlsberg Foundations bring to life the brand’s belief that by “making a better beer, we can make a better world”.

In the commercial, Mikkelson notes that “through the Carlsberg Foundations, almost 30% of our dividends go to science, space exploration to find giant black holes, the arts, and to develop the crops of tomorrow”.  The full campaign includes activations and stories that were intended to be released throughout the year to mark Carlsberg’s 175th Anniversary.


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