Carlsberg picks Ogilvy

The agency is the new AOR for all of the brewer's brands in Canada, including Kronenbourg and Somersby.
Kronenbourg 1664

Carlsberg Canada has selected Ogilvy & Mather Toronto as the new agency of record for all of its brands sold in Canada.

The assignment will cover Carlsberg’s entire portfolio, but for the time being will be focused on the Kronenbourg 1664, Kronenbourg Blanc, Somersby Cider, Not Your Father’s Root Beer and Brooklyn Lager brands.

Carlsberg Canada’s portfolio was previously handled by Toronto’s Trevor//Peter. However, Ogilvy was the agency behind the “Timeless Taste” campaign for 1664 that launched in the spring. J.R. Edwards, director of marketing for Carlsberg North America, said in a press release that the agency’s work on the campaign “made them the clear choice” for AOR.

Based on the initial focus of Ogilvy’s assignment, Carlsberg will also be building a greater presence for brands that are less-established from a marketing standpoint.

Brooklyn Lager – independently brewed by Brooklyn Brewery but distributed in several markets by Carlsberg – has done very little traditional advertising in North America, focusing instead on community outreach. Not Your Father’s Root Beer is a new entrant to the Canadian market and will be looking to compete with increasingly popular boozy soda offerings from major players like Labatt’s Mill St. or Molson Coors’ Mad Jack.