In a clear departure from the status quo of dude-centric beer marketing commercials, Carlsberg's campaign for its new beer, Copenhagen, is hoping to invite more women (at least 25% of the market) to the beer drinking arena.
In a new commercial, Copenhagen (the beer, not the city) is billed as "so insisting that natural beauty needs no make-up, so tastefully stating that blonde is the new black....so not the usual suspect, so not like any other beer." The design for this "refreshingly different" beer's packaging is sleek and minimal, also a departure from most other beers. "Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design," Carlsberg claims.
Carlsberg is banking on a taste for less aggressive beers. Kirsten Ægidius the VP Marketing explains, "Many young people aren’t keen on the bitter aftertaste of beer...we have created a highly drinkable beer with a balanced taste – a real alternative to white wine and champagne."
The beer will be available in Denmark this year and in the rest of Europe and parts of Asia in 2012.
Watch the beer porn-esque commercial below.