Carlsberg - New Danish Pilsner

QUESTIONING THE FAMOUS ‘PROBABLY THE BEST BEER IN THE WORLD’ PROMISE.

New campaign drives reappraisal by acknowledging that Carlsberg had lost its way, and in order to live up to the promise of being ‘probably the best beer in the world,’ has rebrewed its beer. We’ve brought this story to life in a fully integrated campaign that’s all about simple honesty and getting back to the philosophy that sits at the heart of the brand –  the pursuit of better.

THE SOCIAL CAMPAIGN ‘PROBABLY THE BEST REPLY’ IS A BRAVE MOVE FOR THE BRAND.

It started with Carlsberg promoting many of the mean tweets people have posted about their beer over the last couple of years. This has been followed by the best replies – an invitation to try the new brew, which of course finally lives up to this promise. A content series of ‘Mean Tweets’ brings to life the hilarious and awful things that people have said, read by the people at Carlsberg themselves.

OOH AND PRINT WAS DEVELOPED IN-HOUSE AND INVERTS THE BRAND’S “PROBABLY” SLOGAN.

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Fold7 - Advertising Agency London

Making brands relentlessly relevant is all we have ever cared about. Our two guiding principles are: Magic & Momentum. Together they are a powerful force that inspire people to feel something and do something. Magic breathes life into brands. So even if it’s just for a moment, we quiet people’s rational side, suspend their disbelief and get them to feel. Momentum ensures they have a life beyond initial impact. People want to pick them up and play with them. They inspire people to act.

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