Publicis says the campaign will include a wide variety of media, including print, outdoors, TV and radio. The first ads will appear in the first quarter of 2001.
Publicis was selected from a shortlist that included BGS D'Arcy, Milano & Grey and Black Pencil, a subsidiary of Leo Burnett Worldwide. "We felt Publicis was the best fit to develop our image in Italy," says Giovanni Brambilla, commercial director of Carlsberg-Italia.
Though Tuborg beer is available in Italy, the company has not aggressively marketed the product. Publicis says the new campaign will help create a new awareness of the brand. Budget figures were not disclosed.
Copyright December 2000, Crain Communications Inc.