OBJECTIVE - To convert a brand that is held in every lager drinkers repertoire into one that enjoys their loyalty.
ISUUE - Carlsberg is only one of a wide range of lagers – indistinguishable in terms of product in a market in which it is outspent and out distributed.
INSIGHT – Blokes know there is no real difference between standard lagers, but they respond strongly to beer brands that see the world their way.

IDEA - The World...according to Carlsberg.