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Carlsberg Canada begins Best Mate campaign

Carlsberg Canada broke a new national promotion yesterday that will seek the person who is "Probably the Best Mate in the World." This is the first work for the brewer from GJP Advertising of Toronto. "We asked them to create a holistic campaign designed to enhance awareness of Carlsberg as a newly introduced import brand, stimulate trial and ultimately support our sales effort," said Preben Ganzhorn, marketing director at Carlsberg Canada. "We wanted something that would really engage the primary male target and enhance the sociability of Carlsberg as part of our 'Probably the Best' brand culture." The promotion takes the form of a competition in which entrants must demonstrate what makes them the "Best Mate." It is located online at <>. The first phase will invite consumers to enter using outdoor, radio and online advertising, including social media activities. Thirty finalists will receive video cameras with which they can record events demonstrating their "Best Mate" qualifications. The winner will be selected in June. The grand prize is a trip for four to Las Vegas.

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