Playing on its international slogan of 'probably the best beer in the world', Carlsberg Canada has chosen GJP Advertising as 'probably the best ad agency in Canada' in announcing GJP as its new Agency-of-Record.
GJP has been given responsibility for advertising and media initiatives with Carlsberg and the Carlsberg family of products. Carlsberg Canada represents a variety of Carlsberg group brands including Carlsberg, Tuborg and Kronenbourg in the Canadian market. Carlsberg, its flagship brand, is one of the fastest-growing and best-known beer brands in the world.
“Carlsberg Canada was looking for an agency that we could truly call a partner," says Preben Ganzhorn, the beer company's director of marketing. "We have great momentum going into 2009 and feel that GJP provides us with the best option to succeed.”
John Yorke, managing partner of GJP, says that Carlsberg has a great portfolio of premium brands that are gaining popularity in Canada. Most importantly, he says, it has a great understanding of how the world of marketing is changing and that there is a need for more contagious advertising.”
A new campaign is expected to launch in spring/09.
Carlsberg Canada is a subsidiary of the Carlsberg Group, which is the 4th largest brewing group in the world. In addition to its impressive international sponsorship portfolio, including Liverpool FC and the UEFA Cup, Carlsberg is a sponsor of Toronto FC, Montreal Impact and Alpine Canada Alpin.