Carlsberg has marked the launch of its new Carlsberg Danish Pilsner by sharing some of the meanest things people have tweeted about its old beer in a bold, honest and witty way.
Created by Fold7, Clifford French and Initiative, the video series captures the reactions of employees across the business, from the brew house to the finance floor, which are a mixture of shock and bemusement as they read out the colourful descriptions used to describe the old brew.
Filmed at Carlsberg’s Brewery in the UK, the videos have been released to mark the end of the old beer and welcome the new Carlsberg Danish Pilsner, which has been completely rebrewed from head to hop for a crisper, fuller flavour. 59% of UK lager drinkers say they prefer the taste over the current UK No1 mainstream lager.
“Drinker’s interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasn’t,” says Carlsberg UK’s VP of Marketing, Liam Newton.
“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 create a better beer. We’ve completely rebrewed Carlsberg from head to hop and created Carlsberg Danish Pilsner with a crisper, fuller flavour. We will be offering the people that posted mean tweets about our old brew a taste of our new Pilsner to see if they agree!”
Fold7’s Chief Creative Officer, Ryan Newey explained: “It takes a brave client to face up to such criticism of your product so publicly, so hats off to Carlsberg for this. No hiding behind advertising, just simple honesty and getting back to the philosophy that sits at the heart of the brand, the pursuit of better.”
Source: Fold7
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