Carlsberg hires PR agency for major new global brief

Hope&Glory PR, which won the account after a competitive pitch, will lead the global PR and influencer work for the Carlsberg masterbrand while also executing that work in the UK.

The London-based agency said it has been appointed to “amp up the brand presence” for Carlsberg as the brewer launches a new “creative platform”, which centres on the line: “Do the best things begin with curiosity? Probably.”

Hope&Glory said: “The refreshed positioning heroes the fact that progress starts with a spark of curiosity and that curiosity can be lost with the pressures of modern adult life. The brand will tap into an emotionally rich role in reinvigorating curiosity among beer drinkers around the world.”

The agency said it will “focus on making customers aware of the fact that curiosity is central to everything that Carlsberg has always done, from exploring new brews to innovating for a more sustainable future, to funding some of the biggest breakthroughs in scientific endeavour”.

Lynsey Woods, global brand director at Carlsberg, said: “After a highly engaged and inspiring pitch process with some of the best in the business, Hope&Glory’s capabilities, creativity and ability to deliver on both a global and UK perspective across PR and influencer work shone through. We are really happy to welcome them to the Carlsberg family. We know they are going to help us share so many of the great stories that will bring a little joy to people’s day and can’t wait to see where they help us take our brand in 2024 and beyond.”

Dominique Daly, Hope&Glory’s account lead on Carlsberg, said: “Carlsberg is the most iconic brand in its category. Probably. So, we jumped at the opportunity to bring a new platform of curiosity to life for today’s consumers, helping them not just fall in love with the brand but also understand the richness of its brand story.”

Carlsberg did not have a retained PR agency for the UK business at the time of the appointment. In 2019, Carlsberg UK appointed Golin as its PR agency, aligning its brand and corporate PR through one agency for the first time.

Other clients that Hope&Glory works with as a ‘central creative hub’ include Pepsi, Adidas, The Pokémon Company International and electric vehicle manufacturer Polestar.