Carlsberg admits it probably isn’t the best beer in the world as it overhauls the brand and the brew


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Carlsberg probably not

Carlsberg is overhauling its namesake beer brand in the UK, changing everything from its taste and packaging to glassware and marketing as it shifts focus from “quantity to quality” in order to “change the way people think about Carlsberg”.

The Carlsberg pilsner has been rebrewed “from head to hop”, while every touchpoint of the brand has been “upgraded”, including a new ‘snap pack’ that reduces its plastic use by 50%. Carlsberg is also launching its “most ambitious and honest” marketing campaign ever in a bid to drive reappraisal.

The campaign sees Carlsberg trade on the equity of its ‘Probably’ slogan but turn it on its head. Created by Fold7, the ads see the brand admit it is “probably not the best beer in the world” and then communicate the updates it has made to change that perception.

Speaking exclusively to Marketing Week,& Liam Newton, vice-president of marketing at Carlsberg UK, says: “We want to change the way people think about Carlsberg. We’ve been saying we’re ‘probably the best beer in the world’ since 1973, the issue is recently we’ve not been living up to that.”

Using the brand’s iconic tagline in such a way could be a risk. Some activity on social media, which

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