Profile: Jeremy Gilley

The man marketing world peace

Louise Redknapp to front new Carlsberg spritzer drink

Carlsberg UK has signed up Louise Redknapp as the face of a £3m marketing campaign to support the nationwide launch of its female-targeted Eve spritzer drink.

The brewer has confirmed the 100% natural fruit spritzer will be launched in the on-trade across the country after a three-month trial in Manchester last year.

Carlsberg is hoping to tap into the growth in female drinkers in pubs and clubs. According to TNS data for the nine months to the end of September 2009, women accounted for 37% of on-trade volume, up from 26% in 2001, and spend £10bn a year on drinks.

The brewer adds that Eve, which is 3.1% ABV and contains 135 calories per bottle, also satisfies female requirements for drinks that are “lighter, more natural” and lower in alcohol and calories”.

Paul Davies, director of brands and insight at Carlsberg UK, says: “It is criminal that the drinks industry has largely ignored female consumers. There is a clear gap in the market for a drink that gives women what they want.”

Redknapp has previously appeared in campaigns for Thomas Cook and Nintendo Wii. Marketing activity for Eve will include in-outlet experiential promotional activity created by agency BEcause.

Eve is already available across Europe in markets including Russia and Switzerland.

Readers' comments (3)

  • I wonder what Thomas Cook thinks about Louise's association with a drinks brand?

    Or, perhaps this opens up an opportunity for Eve to be sold onboard their flights?!

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  • As a steward of a social club iIorder new types of drinks for our members to try and EVE has gone down very well i have sold quite a few cases, now two months later Carlsberg don't have any in stock till June. What is the point of all the money spent on promoting eve when you carn't buy it to sell to customers.

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  • When is Eve coming into all pubs in oxfordshire, just back from ireland and 10 of us loved it, need it in oxfordshire.

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