‘Probably NOT the best’, new Carlsberg campaign admits


Carlsberg UK has launched a bold and honest campaign in an effort to drive reappraisal of its flagship beer brand.

The campaign admits that the beer can longer claim to ‘probably the best’ in the world, but  challenge consumers to re-appraise and re-trial a re-brewed Carlsberg.

“At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again. We’ve completely rebrewed Carlsberg from head to hop,” said Liam Newton, VP marketing at Carlsberg UK.

In addition to the brew changes, Carlsberg have also enhanced all aspects of the drinking experience, from glassware to packaging and beyond.

“We have upgraded every touchpoint of our brand and launched our innovative ‘Snap Pack’ multipacks to enable us to deliver a reduction in plastic of up to 50% from brewery to store. These were significant undertakings, but the biggest challenge is letting UK drinkers know we have changed and getting them to fall back in love with Carlsberg again,” explained Lynsey Woods, director of marketing at Carlsberg UK.

The £20 million campaign will go live from 15 April across social, out-of-home and digital. TVC activation, live from May, will see brand philosopher Mads Mikkelsen return to screens to deliver the bold message during the busy May bank holiday schedule.