Denmark: Danish brewing force, Carsberg, announced on March 21 it will run a DKK80m (US$14.2m) campaign this summer in 16 countries under the slogan “Drink with a world of friends.” Company’s brand manager, Jacob B. Knudsen, said: “One consumer in each of the 16 countries will win the use of a private jet together with seven friends in the campaign. The prize is part of Carlsberg’s aim to create an international profile for its beer brand.”

In 2004 Carlsberg invested about DKK250m (US$44.5m) in marketing in connection with Euro 2004 in Portugal.

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