Top drinks marketing campaigns and news: May

Carlsberg officially kicked off the celebrity component of its new “honest” marketing campaign in the UK with a TV ad starring Mads Mikkelsen.

The advert will run throughout the summer and “deliver the same honesty and humour as the campaign”, according to a statement from the brewer.

In the video, Mikkelsen confesses that “in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered”.