At the start of May, commuters at Waterloo Station were offered a chance to sample the new rebrewed Carlsberg Danish Pilsner.
Experiential Sampling Campaign
To mix things up a little on traditional sampling, Carlsberg decided to have its own employees serve the beer. This included several members of the management team, each interested to know what the public thought about the new beer.
The experiential sampling campaign is based around the ‘acknowledgement’ that the previous Carlsberg is ‘Probably not the best beer in the world’. This honesty has led to the beer being completely renewed so that the Carlsberg Danish Pilsner can finally live up to its famous promise.
Liam Newton, VP of marketing at Carlsberg UK stated, “we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again. We’ve completely rebrewed Carlsberg from head to hop”.
#NewBrew Marketing Campaign
The overarching £20million media campaign is expected to reach 97% of the UK. It was conceived in collaboration with agency partners Fold7, Clifford French and Initiative and trades on the equity of the brand’s renowned slogan to promote the new, ‘perfectly-balanced’ Carlsberg Danish Pilsner beer.
By acknowledging the ‘truth’ about the quality of Carlsberg in the UK to date, the brewer hopes to challenge a generation of drinkers to re-appraise and re-trial Carlsberg.
Fold7’s managing partner James Joice said, “Today, the value of the brand honesty to consumers is more powerful than ever. It is still rare to see brands hold their hands up when they don’t live up to their promise. Carlsberg has not only been brave enough to do this but have done something about it.”
Sam Johnson, Carlsberg Brand Manager has said, “Our new Carlsberg Danish Pilsner has been rebrewed from head to hop, this activation is all about getting the beer into people’s hands and letting them try the changes for themselves. We’re confident that it’s a better brew, and it’s now for the public to decide.”
London Waterloo Network Rail Station has the perfect promotional space for this campaign with millions of commuters passing through daily.
The results from one day’s activity were:
- 3,450 sealed cans distributed
- 3,200 samples tasted
#newbrew conversations started
(Source: Life Agency)