Carlsberg presents new global campaign

“Do the best things begin with curiosity? Probably.” will be a fully integrated campaign across cinema, TV, online video and BVOD, consumer PR, CRM, OOH, social media, e-commerce and internal communications as well as through in-store and outlet activations.

Accompanying the main brand film, there are more than 100 flexible brand assets that will sit across all platforms, with assets for social media and e-commerce that introduce entirely new scenarios for consumers who are eager for content.

The ‘hop’ leaf from the Carlsberg logo takes centre stage in this new campaign, driving recognition in addition to the brand’s iconic green.

Carlsberg’s ‘probably’ tag remains an important element of the campaign, introduced through lines such as “Do the best things begin with curiosity? Probably” as well as the well-known “Probably the best beer in the world”.

The film uses the late-80s breakbeat track, The 900 Number by The 45 King. The original track is featured alongside samples authentic to instruments in each era featured in the ad.

Lynsey Woods, global brand director at Carlsberg, said: “This campaign is rooted in the insight that we can push the boundaries of progress with curiosity, something that is intrinsic to our core values at Carlsberg. Our founder J.C. Jacobsen’s mantra was ‘Semper Ardens’, Latin for ‘always burning’.

“Today, over 177 years later, we are still using our curiosity to push the boundaries of brewing beer through science, whether that’s finding new ways to reduce the energy and water needed in the brewing process, or developing crops which can tolerate a more extreme climate.

“We want to showcase, with a little fun, wit and entertainment, that we can all reinvigorate our curious side, and we hope the campaign does just that for beer drinkers across the world.”