The most severe and significant unethical act by Carlsberg is its marketing strategy. Over here, we will analyse and interpret a string of unethical marketing activities by Carlsberg. By definition, alcohol advertising is one-sided and presents alcohol consumption as a safe and problem-free practice, de-emphasizing the potential health risks and negative consequences.
• Targeting the young drinkers
In 2006, Carlsberg spent about US$2 million to draw in younger generations of drinkers. Many alcohol advertisements portray a wild and energetic image, depicting scenes of clubbing, dancing, lively music, wild party and so on. This is easily recognisable by teenagers and young adults. In addition to that, young models are used to create a perception that there’s nothing wrong if a young adult drinks. One example we can quote is the current Carlsberg advertisement aired in cinemas where a group of young friends stranded in an island chose a Carlsberg vending machine over other necessities when they are offered help. It then shows another scene of the group of young friends having beer with another group of young and attractive ladies in skimpy clothes. This creates a delusional image of sexual appeal and charm associated with consuming alcohol.
• Sponsoring activities
Carlsberg used a relatively smart way to circumvent the direct advertising ban, through philanthropic activities. The most common Carlsberg’s sponsorship we can see is sports events. Carlsberg was one of the major sponsors in Euro2008 and also the 2004 European Football Championship. They were also a sponsor of the 1990 FIFA World Cup. In terms of football, the most significant appearance of Carlsberg is through LIVERPOOL F.C jersey having sponsoring the club since 1992 until now. Relating to the earlier issue of targeting the young drinkers, this also applies because people who are interested in football tend...