Having spent years proclaiming they are probably the best beer in the world, Carlsberg have now conceded they’re actually ‘one of the cheapest, not the best’, and launched a brand-new campaign to address the issue.
The campaign kicked off earlier this week when people started to notice tweets criticising the taste of Carlsberg were being promoted by the brand themselves.
Despite speculation it was an embarrassing error, it instead marked the brand adopting a recent tactic used by fast food chain KFC, who also promoted insults about their products to signify change.
Shortly after the tweets appeared Carlsberg launched a series of ads produced by advertising agency Fold7, in which they admitted they were ‘probably not the best beer in the world’.
They added they had become too focused on producing ‘quantity, not quality’ and announced their recipe had since been rebrewed ‘from head to hop’.
Completely overhauling their namesake and turning their slogan on its head may be a bold move from the brand, but if successful, will no doubt reap significant reward and set the tone for many brand campaigns to come.
Or did they just change the glass?
Originally published on PRExamples.com