Ivan and his blog - Festis Deluxe

Seems Anr BBDO in Stockholm are trying to kick up some hype for Festis the old-fashioned viral way, by starting a little blog: Ivan's Festis Deluxe Blog is the blog by the character in this

Festis Ivan commercial.

Ivan is a 21-year-old rich Russian from "Prostokvashino" and he drinks Festis Deluxe Doctor to stave his hypochondria and Festis Deluxe Lust to be able to satisfy all his lady friends.

But that's not all, on Skvallra.se (Gossip Sweden) people are encouraged to call Ivan's answering machine and leave drunken messages.

The call cost is local, and the site hypes the "party-line" by explaining that the crazy Russian Ivan has bought the party-line number since he has more money than he knows what to do with.

Oh. Give it up, we all know Ivan isn't for real.

Staffan Bremander, marketing CEO at Carlsberg explains: "We are launching our new drinks with this Ivan character, it's a cocky and different campaign with tongue firmly placed in cheek."

Ivan even has his own language : ""This week I date 43 times! No problem - I drink Festis Deluxe Lust, haha. I drink Festis Deluxe Doctor to stay healthy and fit. Festis Deluxe my friend - eto kruto, it cool! I get sooo much rubels for saying this I can afford gold teeth for my babushka" - he says."