Carlsberg: The Secret

Yesterday saw the launch of the latest Carlsberg ad for the Irish market, but this was no ordinary ad launch. Not only does the new ad, "The Secret", move away from the style of advertising that we'd all be used to with the premium larger brand, but the ad was premiered on Facebook.

The ad aims to highlight the secret of Carlsberg’s brewing success, celebraing the fact that Carlsberg are responsible for perfecting the secret of brewing consistently quality lager. As the ad tells us, back in 1883 Professor Emil Chr. Hansen discovered the method of isolating pure yeast culture. The resulting yeast was called saccharoymces carslbergensis - the secret of Carlsberg’s brewing success. First to isolate pure yeast, and with a discovery that would revolutionise the brewing industry, Carlsberg didn’t keep its findings to itself but rather shared its knowledge with other master brewers. It still forms the basis of all lager brewing today!

And why give it away? Because Carlsberg knew that the original could not be beaten.

The ad itself mirrors more of a Guinness style ad, with huge production value and stunning creative. The story follows a horseman’s epic journey as he races across 19th century Europe, delivering the newly discovered brewing yeast from Carlsbergs to a rival brewer. This epic quest is brought to life in something more akin to a Hollywood blockbuster then a tv ad. It is simply stunning.

The ad was developed by Peter Owens Advertising and directed by Johnny Green. It was produced by Knucklehead and post produced by Framestore. The music for the ad was specially composed by Paul Raeburn.

Speaking of the new advertisement, Justine Donohoe, Marketing Manager, Carlsberg said, “This is an epic dramatisation of a true story, which gives consumers another reason to believe why Carlsberg is probably the best lager in the world!”




Interesting Carlsberg facts you may not have known...

• Carlsberg’s process to isolate a single pure yeast culture was verified in person by Louis Pasteur who visited the Carlsberg lab on a number of occasions. Pasteur had a history in this area having worked on a similar process with the wine industry & written a book on beer – ‘Etudes des biers’
• Carlsberg developed the ph scale
• Carlsberg developed the method for calculating the protein content of substances ranging from foodstuffs to fertiliser and fossil fuels. The Kjeldahl method, was developed in the Carlsberg labs by Johann Kjeldahl, head of Chemistry, and is still the standard method used worldwide today
• Carlsberg pioneered steam brewing & refrigeration techniques
• Carlsberg founder, JC Jacobsen (1811-1887) and his son Carl (1842-1914) made an immense contribution to the architecture and cultural life of Copenhagen, and inspired the construction of many monuments and buildings including; The Little Mermaid, the Danish Museum of Art and Design and the impressive Ny Carlsberg Glyptotek, which houses one of the largest collections of antique art in Northern Europe
• Carlsberg is run by a Foundation - One of the first acts of the Carlsberg Foundation was to fund the rebuilding of Frederiksborg Castle and establish the Danish National History Museum
• Each part of the Carlsberg logo, designed by Thorvald Bindesbøll in 1904 for the launch of Carlsberg pilsner, is constructed from the body part of an elephant!

Smirnoff Masquerade Ball - I Was There

When it comes to events that stand out, that make you wish you could do it all again, and that definitely were something that you had to be there, Smirnoff get full marks! The Smirnoff's 'Be There' Masquerade Ball last Thursday was absolutely brilliant. Aside from being a great excuse to dress up and go have a bit of fun, this was an evening that offered the unexpected at every corner.

From royal footmen at the front door to exotic stilt-walkers around the dance floor this was a veritable cornucopia of burlesque eye candy and creative adventure. The dress code may as well have read 'Desire' - everyone made an effort and the entire building was an array of fantastic gowns and stunning suits. Everyone was either masked or for those without a Venetian mask at hand, their were face painters at hand to create one-off works of art. Around the main ballroom there extraordinary performers moving and dancing to the sounds of DJ Alex Donald and Smash Hits. The drink of choice was obviously The Smirnoff Mule.

Richie and I in full masquerade garb

All-in-all, if you missed this all I can aptly say is, you needed to Be There!

Check out Smirnoff Ireland on Facebook to stay tuned to all their upcoming events.


Hat tip to DJ Spider for this video.

Friskies: 'Free Running' Cat

Pet food brand Friskies, who are part of the Purina group, will be launching there latest ad tomorrow (Tuesday 1 December). The ad will be used for TV, cinema and online, and was created by DDB London. The documentary-style ad follows Bobo and his 'crew' as the ‘world's best free-runners'. Of course this mighty accolade is all thanks to them eating Friskies.

Unfortunately the Englishe version isn't up on YouTube just yet but you can watch it here.





'Have You Seen This Cat?' Viral

You may feel a slight bit of déjà vu over this ad, which wouldn't be surprising. Back in August Friskies launched this viral:

Experience RE

This is really cool - great work for a renewable energy company. Just Click play...


The video can also be watched here.

ISPCC Twibbon

I wrote on Tuesday about the launch of the ISPCC Christmas Appeal, and hopefully you've all gone out and bought yourself a Holly Sprig. However, many of you may not have been able to pick one up yet for one reason or another so why not show your support by adding a Holly Sprig to your Twitter Avatar in the form of a Holly Sprig Twibbon.


Just click here and you'll be given the option to preview your new Avatar with added Holly Sprig. Then just follow the simple onscreen instructions and you're done.

It's a small thing to do but if it helps bring even a little bit of awareness to this extremely important Christmas appeal it'll be worth it. So come on folks, add the Holly Sprig to your avatar and make sure to tell your friends exactly why you did it.


ISPCC Christmas Appeal
The ISPCC are calling on people to make a donation now and make Christmas a happier time for children in need. Donations can be made through the ISPCC website www.ispcc.ie, by calling 1850 50 40 50, or by purchasing an ISPCC ‘Holly badge’, available nationwide for €2 through ISPCC street collections and shopping centres in the run up to Christmas. What’s more, the ISPCC offers a range of low-cost Christmas cards and gifts with a difference in their online Christmas shop.