Carlsberg Citrus makes TV debut

29 May, 2013

Carlsberg Citrus has made its TV debut in a new version of the Crate Escape campaign which sees men trying to break out of a remote health spa to smuggle in a crate of beer.

In the latest version of the riff on classic film The Great Escape, viewers are told: “For even more refreshment, try new Carlsberg Citrus, blended with natural limes.”   

The ad premiered during the Bank Holiday weekend and ran during the Champions League Final.

It will continue to appear on channels including ITV1, Channel Four, Five, Sky One, Sky Sports and Dave until the end of June.    

David Scott, director of brands and insight at Carlsberg UK, said: “The appearance of Carlsberg Citrus at the end of the latest version of the memorable Crate Escape advertisement reinforces its position at the heart of the Carlsberg brand family.

“The start of summer is the ideal time to encourage consumers to try a chilled, refreshing Carlsberg Citrus.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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