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.
What's Driving This Trend
- Honest Advertising
- The 'Probably Not' campaign by Carlsberg showcases the trend of brands using honesty in advertising to change public perception and engage with consumers.
- Rebranding Strategies
- Carlsberg's rebranding efforts highlight the trend of companies reinventing themselves to appeal to a changing market and revive declining sales.
- Digital Marketing Integration
- The use of social media, out-of-home content, and geo-fenced mobile ads in Carlsberg's campaign demonstrates the trend of integrating digital marketing strategies across multiple platforms to reach target audiences effectively.
Who This Affects Most
- Alcohol Beverages
- The 'Probably Not' campaign presents disruptive innovation opportunities for alcohol beverage companies to redefine their brand messaging and resonate with consumers by embracing transparency and authenticity.
- Advertising and Marketing
- Carlsberg's rebranding efforts provide a case study for advertising and marketing professionals to explore creative strategies that challenge traditional branding conventions and generate consumer interest.
- Digital Advertising Technology
- The integration of geo-fenced mobile ads and social media marketing in Carlsberg's campaign highlights the need for continuous innovation in digital advertising technology to deliver targeted and engaging content to consumers.
