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In this session...

Market changes and new consumer trends gave Carlsberg no choice but to re-look at their marketing strategy. To most, it remained a 90’s session lager synonymous with football, and was unable to compete with the surge in popularity in craft beers. As a result, it was being delisted from major grocers.

Join Fold7’s Strategy Partner, Yelena Gaufman, and ECD/Founder, Ryan Newey, as they look back at the challenges that led to the 2017 re-launch brief, and alongside Liam Newton, Carlsberg’s VP of Marketing, they share insights behind ‘The Danish Way’ campaign. Hear first-hand, how developing an integrated platform idea across broadcast and Content, has put Carlsberg back on the incline.

Presented with


Yelena Gaufman Strategy Partner Fold7
Ryan Newey Founder & CCO Fold7
Liam Newton Vice President Marketing Carlsberg Group

Event Details

Event Type Seminar

Related Topic Area  Creativity & Arts   Business 

Similar Interests  Storytelling   Content   Design   Agency 

Track  Brand Innovation 

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