Carlsberg hits back at ‘beach body’ ad

Carlsberg has capitalised on the controversial “beach body” advert recently rolled out across London transport, by asking if you are “beer body ready”.

The Carlsberg ad was purposely placed next to the controversial “beach body” poster (Photo: Carlsberg)

Placed at three major commuter spots for maximum impact, Carlsberg are asking travelers at London Euston, Liverpool Street and Embankment stations if they are “beer body ready”.

The digital ad appears alongside the infamous Protein World promotion, which has caused a stir among those who deem it to place unfair pressure on women. It features an image of a slim woman accompanied by the question “Are you beach body ready?”.

A petition to remove the posters has reached 60,000 signatures.

The Carlsberg “beer body” ads, created by marketing agency OMD, will appear over the Bank Holiday weekend.

Dharmesh Rana, senior brand manager at Carlsberg UK, said: “At Carlsberg, we’re not bothered about beer drinkers being beach body ready, our priority is ensuring they’re able to enjoy a nice, cold Carlsberg without worrying about their appearance.

“That’s why we’ve decided to remind the public at major commuter spots across London that it’s not about the way you look, or having probably the best body this summer, its about enjoying a Carlsberg whether you’re on the beach or at your local.”

The brief campaign comes weeks after Carlsberg enjoyed widespread media coverage when it installed a billboard in east London that could pour beer.