The latest brand campaign by Carlsberg caught our eye so we thought we’d share our thoughts on it. For those of you who might have missed it, here’s some context…
Bold move right? But one we applaud – it takes guts to risk throwing a 40-year beer legacy down the drain, and so far, so good. It’s safe to say this campaign has people talking. Aside from admitting that their beer actually probably isn’t the best in the world, Carlsberg have coupled this with an announcement that they have re-brewed their beer ‘head to hop’. As a beer lover, I’d be lying if I said I wasn’t intrigued and interested in trying the new brew.
So, what made Carlsberg decide to venture down this route? The craft beer industry could definitely be culpable. The scene has exploded over the last few years, resulting in a shift in interest from pubs to taprooms and figures show that a UK pub closes its doors permanently every 12 hours. N.b. why not take a minute to help save your local by visiting our friends over at Long Live The Local? Traditional brewers like Carlsberg have out grown their consumers and it is simply no longer fashionable. However, it’s not over yet and they have decided to bite back.
We are seeing a trend across the marketing board of brands who are choosing not to go with the BS filled campaigns and to say it exactly how it is. Being up-front and honest with consumers is attractive, and Carlsberg have smashed it. Owning the reputation that has emerged regarding their beer is a sign that they haven’t become complacent, and they are always working to improve their product. Hurrah. Furthermore, they have even gone the extra mile and claim to have completely re-brewed their beer to make it great again. They’ve held their hands up and gone on to provide a solution. In turn, this gives Carlsberg the opportunity to win back brand loyalty and rebuild their community – way to hit a homerun.
Carlsberg’ initiative doesn’t end here; this is where the football comes in. To celebrate their long-standing relationship with Liverpool FC, they brewed a special limited-edition red ale and mixed up their branding to match the Liverpool red. This was timed to absolute perfection given the week that the club have had. Even if you aren’t a football fan, you can’t deny how awesome their comeback against Barcelona at Anfield was this week.
As a result, the demand for Carlsbergs’ red ale has soared, with an 800% increase in traffic on their website after making the beer available to order online. This, coupled with the brave statement on the quality of their beer has made Carlsberg the marketing topic of conversation of the week, we think it’s class. Here’s hoping the success for Liverpool continues through to June when they take on Spurs! But whatever the outcome, fans across the country will be sipping Carlsberg despite it probably not being the best beer in the world.