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If Carlsberg did festivals…

Posted in Advertising February 20th, 2007 by Branwell Johnson

“I’m only here for the beer” – if that’s the mantra for the average Glastonbury-goer they might be a tad disappointed that their choice is restricted to Carlsberg this year.

Of course, hopefully they are there for the music, the comedy, the bizarre goings on all around and the general good vibe. But there’s no denying the steady erosion of what once made Glastonbury a very special festival – the brand free experience.

The corporatisation of Glastonbury proceeds apace and while it’s expected at other festivals and music events, many of which are now actually created as part of a brand’s strategy, it’s a shame to see the touchstone of rock festivals sell out a little bit more of its soul. 

It’s easy for old troupers like myself to moan but – here we go – I remember when there were not even police on site, let alone cash points and mobile chargers. Still, you’ve got to be able to take a camera-phone pic of that hippy in the mud just to show you were there, eh?

Will Carlsberg be promoting a sensible drinking message at Glastonbury by the way?