Swedish YouTube network in new campaign with major pop stars and brewery
Swedish YouTube network and brewery Carlsberg are launching a new campaign on both digital and physical platforms to get Swedes to consume more low-alcohol beer this summer.
‘‘Pripps Blå Klass 1 is Swedish summer. By working with strong personalities on both physical and digital platforms, we’re hoping to get through to our target audience,’’ says Johan Kikas, brand manager at Carlsberg Sweden.
The campaign features pop stars Little Jinder and Rebecca & Fiona who will play a secret concert June 4, which will be the basis of five short documentaries released throughout the summer.
All videos will be uploaded to YouTube. Commercials about the beer will also be produced and broadcast on United Screen’s premium channel.
‘‘It’s incredibly fun to watch how Pripps Blå Klass 1 once again are thinking about their marketing and in a creative way are using the biggest category on YouTube—music,’’ says Nicolin Lillhage, Branded Content Director at United Screens.
The documentaries will feature behind the scenes material as well as interviews with the artists.