Repositioning a brand to reverse a seven-year decline in sales.
Driving brand reappraisal through awareness and trial
When Carlberg took the decision to re-brew their underperforming beer, Fold7 decided that brutal honesty was the best way to convince drinkers that the new Pilsner was worth paying more for. The campaign was launched in social, with negative comments about the old beer promoted on Twitter and the most scathing tweets read aloud by Carlsberg employees in a series of ‘Mean Tweets’ YouTube videos.
Press and OOH confessed that Carlberg was ‘Probably not the best beer in the world…’ whilst a TV commercial fronted by Mads Mikkelsen suggested that the person responsible for the old brew had been (slightly sinisterly) “dealt with.”
The provocative campaign turned Carlsberg into the fastest-growing beer brand in grocery.
The new brew experienced a 15% increase in quality perceptions and a 23% increase in recommendations. The campaign was also crowned Marketing Week’s ‘Campaign of the Year’, ‘World Best Strategy’ by Contagious Magazine and won the Gold Eurobest Award for Creative Strategy.
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