Carlsberg is launching ‘Born To Be Chilled’ – a campaign encouraging consumers to enjoy this summer with a refreshing drink at a range of live music events.
XFM, the UK’s top rock music station, is hosting five ‘Born to be Chilled’ sessions, inspired by the idea of ‘Total Refreshment’ and the notion that any drink served warm is sacrilege.
Carlsberg marketing controller Jonathan Dee said: “This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer.”
Taking place in London and Manchester, the ‘Born To Be Chilled’ sessions are being supported by Carlsberg brands including Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg.
Consumers who buy these brands can claim a Cool Bag Sound System which keeps drinks chilled while playing their favourite tunes.
Carlsberg is spending £2m on the ad campaign.