When Fold7 got the brief that the crisis has come up and then that’s when our strategists* along with them built a new Carlsberg campaign that focuses on the acknowledgment that Carlsberg had lost its way, and announces that in order to live up to the promise of being ‘probably the best beer in the world,’ it had to rebrew its beer. The strategy has come to life with a fully integrated campaign driven by honesty and a return to the philosophy that sits at the brand’s heart – the pursuit of better.
It started with Carlsberg promoting many of the mean tweets people have posted about their beer over the last couple of years. This has been followed by the best replies – an invitation to try the new brew, which of course finally lives up to this promise. A content series of ‘Mean Tweets’ brings to life the hilarious and awful things that people have said, read by the people at Carlsberg themselves.