Arla Foods, official sponsor for the danish national football team, is using the run-up to the important Euro 2004 qualifier between Denmark and Norway to launch its first ever TV commercials on Norwegian TV.
The product featured is Arla Apetina feta cheese which carries the new red Arla brand. In addition, the Arla brand name is on display on the Danish soccer stars’ training kit, at press conferences and other events prior to the Scandinavian game at Copenhagen’s Parken stadium.
The recent outspoken exchanges between the two team managers, Norway’s Nils Johan Semb, and Denmark’s Morten Olsen, have given rise to many column inches about the Danish team before the game in the Norwegian press.
Executive Director Anders Jeppesen Jensen, Arla Foods, Oslo, however, denies that Norwegian consumers will react negatively when they see Arla’s name on, for instance, Morten Olsen’s shirt.
”This doesn’t bother me in the slightest,” he says.“ Although the press in the two countries has whipped up some controversy, I regard it all as nothing more than friendly banter.”
”In fact, the Norwegians’ attitude towards Denmark is genuinely positive and Danes always receive a warm welcome here,” adds Anders Jeppesen Jensen who took over as Executive Director of Arla Foods’ subsidiary in Norway in November.
Cost considerations have been the main reason why Arla Foods has not used TV commercials in Norway until now. ”TV is a relatively expensive medium, but our current brand strategy now warrants the use of TV commercials,” he says. ”The Arla brand name appears on almost all our packaging and we’re hopeful that the attention given to Apetina will rub off on our other products.”
The recent outspoken exchanges between the two team managers Denmark’s Morten Olsen (photo) and Norway’s Nils Johan Semb, have given rise to many column inches about the Danish team before the game in the Norwegian press.
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