In an effort to change the way its customers thought of the brand, Carlsberg launched a risky and honest campaign called 'Probably Not.' It showed the brand's token slogan: "Probably the best beer in the world" but with a twist -- the brand added the worded "not" so the advertisement reads "probably not the best beer in the world."
Carlsberg's efforts to rebrand its itself was in response to its declining sales and to change the public's opinion of the beer brand. To captivate the public's interest, Carlsberg also debuted the new Carlsberg Danish Pilsner that was completely re-brewed. The Probably Not campaigned was launched on social media, supported by out-of-home content including roadside, rail, and underground billboards, and featured geo-fenced mobile ads that delivered free pint vouchers.