Carlsberg goes international with ‘one of the best issues come to the curious’


Right here’s one other of the these new model platforms all of us love a lot, ‘One of the best issues come to the curious’ from Fold7 for Carlsberg.

The article being to “future proof the model by by uniting shoppers round the concept that most of the greatest issues in life – concepts, beers, music, nights out, innovations – share one factor in widespread: all of them start with a spark of curiosity.”

International model director Lynsey Woods says: “This marketing campaign is rooted within the perception that we will push the boundaries of progress with curiosity, one thing that’s intrinsic to our core values at Carlsberg. Our founder JC Jacobsen’s mantra was ‘Semper Ardens’, Latin for ‘at all times burning’.

“At present, over 177 years later, we’re nonetheless utilizing our curiosity to push the boundaries of brewing beer by way of science, whether or not that’s discovering new methods to scale back the vitality and water wanted within the brewing course of, or growing crops which may tolerate a extra excessive local weather. We need to present those who we will all reinvigorate our curious aspect, and we hope the marketing campaign does simply that for beer drinkers internationally.”

Fold7 ECD Dave Billing says: “Carlsberg has an extended and enviable legacy as a real entertainer, with a historical past of iconic promoting stretching again many years. With this marketing campaign we hope we’ve achieved justice to that legacy, showcasing Carlsberg’s trademark wit, sense of enjoyable and cinematic aptitude for an entire new era of drinkers.”

‘In all probability one of the best beer on the planet’ is definitely a reasonably good “platform” (it’s nonetheless right here), arguably one of the best from a classic period of beer promoting that additionally boasted Heineken refreshes the components, Guess he drinks Carling Black Label, Reassuringly costly for Stella and Good Name for Foster’s.

All of the product of intensive, data-driven analysis, after all, as their proponents spent many a day down the pub. “Interrogating the product” as one company had it.

That is promising however may do with a much bigger canvas for a world marketing campaign.

MAA artistic scale: 6.5.



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