Carslberg Admits It “Probably” Wasn’t The Best In Bold New Campaign

Carslberg Admits It “Probably” Wasn’t The Best In Bold New Campaign

In a bold move, Carlsberg UK has declared it “probably” wasn’t the best beer in the world, but how vowed to rectify that.

The UK brewer recently promoted tweets that mocked the taste of its beer, with two of the promoted tweets comparing Carlsberg lager to “piss” and a “corpse’s stale bathwater”.

Social media users were quick to notice the odd activity, with some suggesting the brewer had been hacked.

However, it has now been revealed the move was a bold play from Carslberg as it attempts to reposition itself as “premium” in the UK.

s3-news-tmp-77017-untitled_design_75_1--2x1--940

 

The £20m ($AU36m) campaign will roll out across social media, out of home and digital.

Created by agency partners Fold7, Clifford French and Initiative, the campaign was launched to highlight the upmarket Carlsberg Danish Pilsner beer.

Carlsberg UK vice president marketing Liam Newton told The Drum Carlsberg UK had “lost” their way.

He said: “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.”

Carslberg isn’t the only brand to launch a new campaign off the back of negative tweets.

Last year in November, KFC promoted tweets that criticised its chips, right before unveiling a new recipe in a UK-wide ad campaign.




Please login with linkedin to comment

campaign Carlsberg beer Carslberg

Latest News

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers
  • Technology

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers

Salesforce has launched new Einstein Copilot tools for marketers, giving them the ability to automatically create campaign briefs, personalised content and promotions from their data. B&T was on the ground at Salesforce’s Connections event in Chicago to hear first-hand about the new tools. All of these new tools rely on Salesforce’s Data Cloud platform that […]

AZK Media Launches Customer Catalyst As Demand For Video Content Grows
  • Advertising

AZK Media Launches Customer Catalyst As Demand For Video Content Grows

Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]