Welcome the kind of genius drink

The global launch of Seth & Riley's Garage is being accompanied with the proper print advertisements. Valeria Krynetskaya, innovation platform director at Carlsberg Group, says: “This is not only a great new product innovation, but it’s innovative in terms of its creative positioning, which we hope will establish engaging links with our consumer." The target group consists of young and confident people who want to leave their mark on the world by being unique and innovative, or at least feeling like they are. The campaign is developed by Duval Guillaume, the tagline for the brand is “Kind of genius. Kind of.” and the core brand idea is: ‘It all starts with an empty garage.’

All the messages have been written down like notes, something that could be identified with an unpretentious product and is beeing recognized in a print medium, like a newspaper where everything is written within a more strict frame. Although we are wondering a little for the target group: does everyone know how creative advertisment work so they could understand the jokes? We hope that people will find it funny and clever anyway. The online campaigns are there to prove good as well. One of the print ads became a digital ad after people started to massively share a photo of the ad.