Get your beer belly out: Carlsberg asks commuters if they are 'beer body ready'

Carlsberg has launched its own poster campaign next to the controversial Protein World ad in a bit to cash in on the viral action.

Carlsberg: cashing in on the Protein World controversy
Carlsberg: cashing in on the Protein World controversy

The beer brand commissioned agency Fold7 to put up a giant poster next to Protein World's "Are you beach ready?" ad.

The Protein World posters, which have now been banned by the ASA, were designed to promote diet supplements. But outrage broke out on social media after the posters, featuring a toned, slender, bikini-clad model, appeared to encourage women to crash diet.

According to research the posters made 61% of women feel ashamed of their body. A beer body might be easier to achieve, however...


Brand: Carlsberg

Agency: Fold7

Creatives: Ryan Newey, John Yorke


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content