Carlsberg Coasters Cuts Through The Clutter

By: Marcus Chhan, Malaysia

Published: 51 min 28 sec ago

CARLSBERG   OMD   CATCHA   EURO RSCG   MEDIA

• Carlsberg launched unique campaign in Clive
• OMD handled media buy
• Industry speculation on cost
  

Malaysia - Carlsberg recently executed an unique campaign in men's title Clive which featured pick-up lines printed on Carlsberg coasters inserted through 16 pages of the magazine.

The coasters had witty pick-up lines on the reverse side and cut through the pages of the magazine's August issue to remind readers of Carlsberg Nice One moments for 16 pages.

Both OMD, which handles media for Carlsberg, and Clive publisher Catcha declined to reveal actual figures for the media buy however industry sources speculate it could have cost around RM30, 000.

This figure was not confirmed by all parties.

"We love this campaign execution developed by our marketing team and OMD Malaysia as it not only allows us to reach the cosmopolitan Malaysian man on the street but also the secondary target group - Malaysian women, both of whom are increasingly getting more sophisticated," Ole S. Nielsen, GM, marketing of Carlsberg Malaysia, said in a statement.

Euro RSCG is the creative agency behind the Nice One campaign.