Carlsberg asks "Are you Beer body ready" spoofing Protein World

Adland: 
Badland: 

I suppose a congratulations are in order for Protein World whose trolling as a social media strategy made their Beach Body ad as famous as "Hello Boys" once was. Old adgrunts may recall that "Hello Boys" was spoofed a lot.

After getting much media attention, bomb threats, protests and creative vandalism, Protein World's ad is now being spoofed by other advertisers as well. Some say the Beach Body protesters are missing the point, like Ella Woodward who says "I feel the reaction is a little extreme – I agree it’s not promoting a positive message – but we should be looking at the product, not the girl herself. If we’re talking about body shaming, then we shouldn’t be criticising the girl in the poster either."

Carlsberg has hijacked the campaign by placing their posters in close proximity to the Protein World billboards in the London underground. Is this "probably the best response in the world"? I'm not convinced, the yellow bikini on the bottle actually bothers me, that could have been omitted in my opinion. I won't think they mean "beer belly" with the "beer body" line, but it feels a little off-tone for Carlsberg's revamped #Probably campaign.

Dharmesh Rana, senior brand manager at Carlsberg UK, said:

“At Carlsberg, we’re not bothered about beer drinkers being beach body ready, our priority is ensuring they’re able to enjoy a nice, cold Carlsberg without worrying about their appearance. That’s why we’ve decided to remind the public at major commuter spots across London that it’s not about the way you look, or having probably the best body this summer, its about enjoying a Carlsberg whether you’re on the beach or at your local.”

Protein World took it in stride, and as a compliment.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (3)

  • Tom Megginson's picture
    Tom Megginson (not verified)

    I've been beer body ready for years. Whose round is it?

    Apr 30, 2015
  • Tom Megginson's picture
    Tom Megginson (not verified)

    I haven't heard the term "budgie smugglers" in decades! Cheers.

    Apr 30, 2015

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