Drinking in the sun

Carlsberg Summer Initiative

Campaign, Creative Retouching

Development of a master key visual – Carlsberg identified the importance of the ‘summer drinking occasion’ and wanted to develop an initiative that was activated to the trade and through off-trade point of sale. The brief was to promote the summer aligned portfolio; Citrus, San Miguel Fresca and Somersby Cider. The main challenge was communicating the British summer and the idea of refreshment. The solution was to create a flexible key visual with product sitting in a classic British beach setting. The clear blue sky created open space for a mixture of messages. Each element in the picturesque image was moveable, allowing us to tailor each layout to suit our needs.


Creative Director – Andy Scarth – Concept, art direction, design and copy

Creative Agency – MBC