Carlsberg has launched its new campaign, “Sair à Dinamarquesa,” an invitation to adopt a more balanced lifestyle inspired by Danish culture—one of the happiest countries in the world, where well-being and work-life balance are a priority.

Building on the Discover Carlsberg campaign, which revealed the secrets behind the Danish lifestyle and why Carlsberg is probably the best beer in the world, the brand strengthens its communication territory with a new message: “Sair à Dinamarquesa: can life be as balanced as a Carlsberg? Probably.”

Inspired by how Danes approach everyday life, the new campaign draws a direct parallel with Carlsberg’s DNA—a premium lager recognized for its balance and brewed with 100% pure yeast.

The campaign features the brand ambassadors, actors Kelly Bailey and Lourenço Ortigão, who challenge colleagues and strangers to “sair à dinamarquesa.” The invitation quickly turns into a collective movement: an urban procession of people wrapping up work and heading out together to celebrate the moment. The spot culminates in a bar, where a Dane recognizes this lifestyle and reveals the central message: the secret lies in balance—a principle that defines Carlsberg itself.

In Portugal, Carlsberg was launched in 1972 and is part of the Super Bock Group portfolio, positioning itself as a reference in the international premium beer segment.

More information: https://www.carlsberg.com/pt-pt/