SPARK | Spark brings Carlsberg and MC Hammer together
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Spark brings Carlsberg and MC Hammer together


About Carlsberg

Carlsberg is the fifth largest brewery group in the world and the biggest in Northern Europe. The company’s main brand is Carlsberg, but it also brews Tuborg, Holsten, Kronenbourg, 1664 and Tetley’s as well as a long list of local beer brands.

Spark helped Carlsberg’s brand ‘Somersby Cider” to team up with MC Hammer

Carlsberg launched a new cider brand called ‘Somersby Cider’ in Scandinavia. Somersby Cider is a refreshing, sparkling and natural cider with 15% apple juice and 4.7% alcohol.

Part of the marketing creative involved the creation of the character of Lord Somersby who throws big parties attended by the likes of Napoleon, Cleopatra, Abraham Lincoln and of course MC Hammer.

Spark negotiated MC Hammer’s involvement on behalf of Carlsberg’s agency. The agreement included MC Hammer’s image rights. His worldwide hit “U Can’t Touch This” was cleared separately with the record label and music publisher.