A campaign based on positive reviews is a little confusing when Carlsberg has just launched a campaign in the UK based on all the negative reviews it has received about its beer. That campaign admits that it is probably not the best beer in the world and promises to do better.
Fold 7: Carlsberg realises it’s probably not the best beer in the world
This one doesn’t. The Belgian radio campaign by Happiness Brussels professes to be the most honest in the world, nonetheless. It was created from YouTube reviews, “videos made by beer-enthusiasts from all over the world tasting beers and sharing their honest findings,” the agency states in its launch release.
“The reviews are often recorded from their kitchen or basement with a simple webcam or phone. Carlsberg decided to filter out the reviews for their classic Carlsberg pilsner and discovered that most of them were exclusively positive. In fact, some of them sounded so much like ads for their beer that Carlsberg, well, turned them into ads for their beer.”
The reviews, from YouTubers such as Erik Fraunfelter a.k.a. ThomasMetal75, George Colvin a.k.a. TheGeorgeColvinShow, Trevor Lawless, David Harris and Shea Norman a.k.a. BeerMe and Ronald Theriot a.k.a. LouisianaBeerReviews have been turned into a series of 45 second ads in which different reviewers compliment the artwork, taste and smell of Carlsberg. “As if you’re drinking the beer right there with them,” the agency added.
Credits:
Agency: Happiness Brussels
Chief Executive Officer & Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Katrien Bottez
Strategic Director: Eline Goethals
Creative: Barbara Dzikanowice
Account Manager: Tine Van Hasselt
Sound studio: Raygun
Music: Raygun
Client: Carlsberg International
Global Director Carlsberg Brand: Julian Marsili
Global Brand Manager Carlsberg: Christopher Bak Billing
