Taking place in London and Manchester, the events are a series of stripped-back, intimate, acoustic gigs. Each session will be supported by a different Carlsberg UK drinks brand, including Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg.
The Born To Be Chilled sessions started promotion on XFM’s London and Manchester stations this week, with ticket giveaways on air. Additionally, XFM will be hosting an interactive ‘garden’ on its website filled with summer and festival-related content.
Carlsberg UK is investing more than £2m in the Born To Be Chilled refreshment campaign spanning on-pack, above the line and digital channels, from June through to September.
Jonathan Dee, marketing controller for occasional brands at Carlsberg UK, said: "This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer."
Sav Evangelou, executive creative director at The Marketing Store, added: "‘Born To Be Chilled’ is an exciting campaign idea because it reflects our audience’s perception of themselves. Throw live music to the mix and we have real-life experiences that are exclusive, desirable, social, memorable and uniquely Carlsberg."
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