Carlsberg vows to up marketing spend as World Cup boosts share

A World Cup marketing push for the Carlsberg brand has helped parent company Carlsberg Group increase its market share to 16% in the UK.

Carlsberg Team Talk campaign

The brewer says market share in the six months to 30 June grew by 1.8 percentage points with gains in both the on and off-trade.

UK volumes increased by a “low double-digit percentage,” it adds.

The company’s UK business launched a World Cup-themed campaign in June to leverage the Carlsberg brand’s official partnership with the English national side.

The rousing “Team Talk” television advertisement featured English sporting stars urging the team to do well in the tournament.

The company claimed last month that Carlsberg was the number one brand in the off-trade for the first four weeks of the tournament, while pub and club sales increased by 26% year-on-year in the first week of the tournament.

The Carlsberg Group, which also owns the Tuborg and Kronenbourg brands, says it will increase investment in “brands and channel marketing to grow volume and value market shares” in the second half of the year.

The company says operating profit increased by 12% to 5bn Kroner (£500m) in the first-half of the year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here