Carlsberg is to launch a £7m marketing campaign for San Miguel, its first in the UK since it took over marketing for the brand last year.
The £7m campaign will break on May 9 with a television advertisement and will be supported by outdoor, print, and cinema activity. An experiential campaign will also run at train stations throughout the UK.
The campaign uses the strapline “Not a quick beer” and aims, the company says, to tap into the growth in world beers that indicates that customers are “looking for something to savour and enjoy when relaxing with friends after another busy week”.
To support the launch within the off-trade, Carlsberg is also introducing new packaging for the brand including new can and bottle label designs to “ensure a more premium look and feel for the brand”. The new designs are based on the brand’s presentation in continental Europe.
Carlsberg took over production, sales, marketing and distribution for San Miguel in the UK from the combined Scottish & Newcastle and Heineken portfolio last October.