Carlsberg Group

Coming soon.....Carlsberg's Crate Escape

Press Release   •   Jul 12, 2012 08:15 GMT

The Carlsberg Brand's new positioning, launched last year, encourages consumers to step up and do the right thing and enjoy a Carlsberg as a reward for having done so.

Carlsberg's new commercial, to be aired for the first time on 12th July, provides a comical twist to this approach.

'Crate Escape', a humorous interpretation of the film 'The Great Escape', is set in a remote health spa where some men, who would far rather be somewhere else, have been forced to join their partners' luxury spa break.

Our hero finds an ingenious way to not only hold his commitment to his girlfriend but add a much needed element to the Spa experience: a fresh Carlsberg.

Leading the way, he and his fellow mates join forces in an effort to secretly break out and smuggle a crate of Carlsberg back into the spa.

These enterprising men use an exercise machine to power a tunnelling operation, hide dirt in a woman's mud bath and then shake it out during yoga practice.

Success comes to those who persevere and the commercial ends with the hero and his mates enjoying a well deserved Carlsberg beer. Having improved the Spa experience in that way, our hero is happy to reply to the Spa receptionist upon leaving, that his stay was "most refreshing", underlining that by stepping up and taking charge of the situation he actually found a way to enjoy the stay.


Commenting on this new ad, Sven Langeneckert, Carlsberg's Vice President, Carlsberg Brand,  says:

"We are delighted with this new commercial which, reinforces the positioning of the Carlsberg brand and the associated tagline 'That calls for a Carlsberg'.

"Carlsberg has a reputation for producing memorable, humorous ads and we believe that Crate Escape will be well received across our markets."

The commercial, developed as a 30, 50, 60 or 90 second ad and supported by music from the Elmer Bernstein score for ‘The Great Escape’, was created by London-based creative agency Fold7, in partnership with Carlsberg's international brand marketing team. The ad will be rolled out across Carlsberg's global markets, kicking off inIreland,SwedenandBelgiumon 12 July.

To view the ad and learn more about what Carlsberg is doing and get more involved, please go to where you can participate in an exciting new 'Crate Escape' online game. Alternatively, you can view the ad at

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the six biggest brands in Europe.

More than 40,000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 million hectolitres of beer, which is about 40 billion bottles of beer annually.