Most Honest Campaign Yet

Questioning the famous ‘probably the best beer in the world’ promise.

New Carlsberg campaign focuses on the acknowledgement that Carlsberg had lost its way, and announces that in order to live up to the promise of being ‘probably the best beer in the world,’ it had to rebrew its beer. The strategy has come to life with a fully integrated campaign driven by honesty and a return to the philosophy that sits at the brand’s heart –  the pursuit of better.

Above the fold