Press activity, created by Billington Cartmell, will detail what shows would make the Christmas day line-up if Carlsberg “did Christmas TV listings…”
Fantasy shows include “England’s Greatest Victories” at football, and the interactive “Ready Steady, Christmas lunch” that will provide a Michelin starred Christmas dinner when the red button is pressed and “Get a celebrity out of here”, where viewers can vote for the “Z-lister” they want to send into space.
Radio advertisements will detail what would happen “If Carlsberg did Christmas Wishes” and the outcome “If Carlsberg did the 12 Days of Christmas”.
The campaign will point consumers to promotional offers available at selected retail partners.
Last week, Carlsberg launched a national press campaign to coincide with the draw for 2010 World Cup in South Africa. The press ads were headed: ““If Carlsberg did the draw…..” and showed the ideal draw for England.