It is the first time in four years the slogan has been used for the beer in the UK.
The new ad imagines “if Carlsberg did supermarkets” and will air during ITV1’s Broadchurch drama at 9.15 tonight.
Two further TV ads for the campaign will be released later this year and activity will also run across the radio, sponsorship deals and poster ads.
The investment is the biggest in the brand in recent years, and follows a pledge by Carlsberg UK CEO James Lousada to “show a bit more love” for the brand in 2015, as revealed in the Publican’s Morning Advertiser last year (23 October).
Senior brand manager for Carlsberg at Carlsberg UK, Dharmesh Ran, said: “’If Carlsberg did’ remains one of the most iconic and recognisable advertising slogans in the world and in some ways part of the consumer psyche.
“Through the new television ads and wider marketing campaigns for Carlsberg and Carlsberg Export, we will begin to dial up the brand’s authenticity and heritage credentials which date back to our brewing founder, J.C. Jacobsen in Copenhagen.