Chiat Day has won the £6m account for the relaunch of Carlsberg-Tetley’s Tuborg lager. The agency has beaten Griffin Bacall, CME KHBB, Walsh Trott Chick Smith and Saatchi & Saatchi.
Carslberg-Tetley plans to relaunch Tuborg, which has not had strong advertising backing for several years, into the premium lager market to compete against brands including Foster’s, Castlemaine and Tennent’s. It is understood the campaign could focus on the Tuborg Gold brand. The last agency to carry out work on the brand was CME.KHBB.
All the competing agencies for Tuborg are on the Carlsberg-Tetley roster, apart from Walsh Trott Chick Smith. It is thought that C-T’s marketing manager for brands development, Tom Hings, is handling the relaunch.
The account win comes just two weeks after Chiat Day’s managing director Andy Law was granted the right to run the London office as a standalone agency within the Omnicom network. Chiat Day’s US parent was taken over by Omnicom subsidiary TBWA in January.
Chiat Day’s most recent win before this was the £2m Radio One account, which it picked up at the end of January.