Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Carlsberg – Carlsberg 'Newsroom'

How Carlsberg used newsbrands as part of a multi-media campaign to become part of day-to-day conversations and reaffirm what it's known for - great, insightful entertainment.

With the legacy of the iconic strap line, 'If Carlsberg did...' resonating with beer drinkers, the challenge was how to leverage this brand asset in a way that would be entirely modern and broaden the appeal of the brand beyond traditional sports and football markets.

The strategy was to combine large scale 'hero' advertising moments to drive mass brand awareness, with planned calendar opportunities across newsbrands, out-of-home, video content, social and digital placements to drive frequency and engagement. Simultaneously, OMD UK operated a reactive 'Newsroom' approach, applying an 'If Carlsberg did…' spin to news stories and current affairs to bring to life the brand proposition and be part of consumer conversation.

Activity included: A bespoke ad celebrating England's Ashes victory, which was turned around in under three hours and placed alongside relevant editorial in The Mirror; spoofing Protein World's 'Are you beach body ready?' ad with an adjacent 'Are you beer body ready?' poster; and using genuine consumer insight to launch 'Beer Beauty', a range of grooming products containing real Carlsberg lager.

Key findings

  • The planned 'hero' advertising drove brand awareness, fame and talkability
  • The reactive content meant that Carlsberg became part of conversations authentically

I am most proud of the way we have used all media channels to bring our brand proposition to life. From newspapers to out-of-home to digital media, we have created some of the most memorable advertising of the last year which has been shared throughout the globe.

Dharmesh A Rana, senior brand manager, Carlsberg

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