The British division of Danish brewer Carlsberg has taken a rather unusual step.
An advertising campaign was launched in which the manufacturer admits that the beer produced under this brand may no longer be the best in the world. However, the company promises that everything will change now.
In the new advertising campaign, Carlsberg plays on the old advertising message “Maybe this is the best beer in the world.” The manufacturer claims that this was the case before, but in the end something went wrong and all his attention was focused on quantity, not quality. Carlsberg beer has become cheaper, but has lost in quality. But things will be different now. Much, but not all, because there are things that should not change. The design of bottles and labels, as well as the drink recipe, will change. But such things as the tradition of Danish brewing and the company's desire to make the best beer will remain unchanged.
The low-alcohol 3.8% Carlsberg lager was created for the UK market, where beer drinkers are traditionally unaccustomed to stronger European beers. In other countries, the traditional 5% lager, known in the UK as Carlsberg Export, is sold under the Carlsberg brand.
Recently, British consumers have become accustomed to brands such as Stella Artois, Kronenbourg 1664 and Peroni, whose positions in this market have significantly strengthened. Carlsberg's positions began to deteriorate. This negatively affected the sales of Carlsberg Export, despite the fact that this beer outperformed its competitors in blind tests.
The new ad campaign was created by London-based creative agency Fold7. It cost an impressive 2 million pounds. Advertising will be distributed both on traditional media, such as print media and TV, and on social networks. The need to launch a new large-scale advertising campaign has arisen, as the number of people drinking Carlsberg beer has significantly decreased over the past five years. Also, according to research by Kantar Alcovision, sales of the Carling and Foster's brands have fallen.