Carlsberg-Tetley axes 6m Tuborg Gold campaign in strategy rethink

Carlsberg-Tetley is ditching its 6m relaunch for premium lager brand Tuborg Gold.

A source close to the company says: “Carlsberg-Tetley has withdrawn all marketing for Tuborg Gold, including promotion, distribution and production. The brand is still being supplied to pubs which request it, but otherwise it has been withdrawn.”

A spokesman for C-T concedes that “there is no activity for the time being” but stresses Tuborg Gold “is not dead”.

“There is a Carlsberg masterplan and we are trying a number of things. There is a whole range of premium products in the Carlsberg range and we know premium brands are where the growth is,” he adds.

Carlsberg Ice, Carlsberg Export, Elephant, and Oranjeboom are

C-T’s other brands in the premium market. The sector is growing by 15 per cent in volume per year.

C-T decided almost a year ago to relaunch Tuborg Gold into the premium lager market and appointed Chiat/Day, now St Luke’s, to the business (MW March 17 1995).

The most recent promotional effort was a regional test campaign, which consisted of four posters and ran in Oxford and Guildford last year.

The campaign was developed by St Luke’s and was the subject of complaints to the Advertising Standards Authority for promoting violence. The ASA upheld the complaint.

The decision to halt all marketing was made before the complaint was lodged.