Most Honest Campaign Yet hero image

Most Honest Campaign Yet

New Carlsberg Campaign

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.

The social campaign ‘Probably the Best Reply’ is a brave move for the brand.

It started with Carlsberg promoting many of the mean tweets people have posted about their beer over the last couple of years. This has been followed by the best replies – an invitation to try the new brew, which of course finally lives up to this promise. A content series of ‘Mean Tweets’ brings to life the hilarious and awful things that people have said, read by the people at Carlsberg themselves.


OOH and Print was developed in-house and inverts the brand’s “probably” slogan.