I find this advert particularly interesting for a number of reasons. It is for Carlsburg, a popular larger especially within the UK. Obviously it is an alcohol beverage, so marketers must advertise appropriately i.e. to the correct target segment, so those of age but they also must take into account the negative stigma attached to binge drinking. There are numerous campaigns throughout the UK (where this advert was aired) but also in many other countries, actively discouraging binge drinking due to its negative impacts. Therefore, I believe it led this particular compnay to take a very interesting marketing approach.

The first thing I noticed is that for the majority of the advert, there is no actual reference to the product. However due to a well known brand it is easy to assume that the advert is for Carlsberg simply due to their logo being used on the door bell of the flat. Furthermore the advert features green lighting and objects, Carlsbergs’ signiture colour.

Carlsbeg takes an original approach to marketing their product. It appears that they are not only advertising their lager, but also what it stands for. They show, from the perspective of the typical Carlsberg consumer, the dream flat and dream flatmates, something that is almost too perfect, they are arguing that if they did flatmates, they would probably be the best flat mates in the world. Therefore it appears that their lager equates to such high standards! By simply drinking a Carlsberg it re-creates the experience of living in a wonderful flat, which overlooks the sports stand with your best friend and 2 beautiful girls who love to cook and watch football. Again, it re-confirms Carlsberg’s famous tag line ‘probably the best larger in the world.’

Furthermore, even though the advert is clearly marketed at men – due to the typical male stereotypes portrayed, it does also show women enjoying the drink. Yet what I found even more interesting was that the advert did not show people out on a night drinking. This perhaps is due to the negative stigmas attached to binge drinking, showing that alternative way to enjoy a drink or 2 is at home with your friends.