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The Witches of Karmi beer fly away on their brooms

July 3, 2011

Karmi is a brand of flavoured beer designed for women and produced by Carlsberg Polska, a Polish subsidiary of Carlsberg Group.  It’s a light, 0.5% ABV beer which is available in three different flavours:  Classic – caramel, Poema di Cafe – coffee flavour, and Malinowa Pasja – raspberry passion.  One of its key competitors is Redd’s beer, the leader of the flavoured beers segment in Poland.

Karmi’s latest advertising campaign which has just premiered in Poland positions Karmi beer as the essential element of the women’s meeting.  The image TV advert targets women over 35 years of age who combine professional career with the role of wife & mother, and sometimes need to escape the everyday routine… Well, as for the escape part, Karmi suggests they can use the old-fashioned broom for that matter!


The broom as the means of transport is obviously associated with witches.  The meeting of the witches – called “witches’ sabbath” – is how women sometimes jokingly refer to their own meetings or parties to which men are not invited.  The ad showcases Karmi beer as the magic drink that makes time slow down and happy moments last longer.  The ad closes with a slogan: Bewitch the time with Karmi.

In 2010 Karmi had a campaign with a black and white advert taglined Karmi Moments.


Karmi’s campaigns are prepared by the local Polish agency Red8 Advertising from Warsaw.  You may also visit Karmi’s website:

Karmi's brand website

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