Beer manufacturer Carlsberg has never a modest advertiser. Its slogan isn’t shy to tell us that the beer is ‘probably the best beer in the world.’ Over the years we’ve learnt that ‘if Carlsberg did supermarkets/flatmates/haircuts, they’d probably be the best in the world.’ And now they’ve added another to their list- cases!
Carlsberg’s most recent advert showed those collecting their luggage at London City Airport see cases of the beer appear on the conveyor belt. When the initial shock passed, the freeloading passengers weren’t afraid to help themselves- and with the cases saying ‘take me, I’m yours’ on the top, who can blame them? It’s quite clever of Carlsberg to put beer cases where you’d expect to find actual cases, and luckily the passengers’ luggage soon followed.
The advert ends with the message ‘if Carlsberg did cases…’ without following it with ‘they’d probably be the best cases in the world.’ It says something about the strength of your brand’s marketing when you don’t need to finish your slogan, and that the viewers can actually do that for you. As a B2B PR agency, we can appreciate how successfully the company has solidified its brand through creative campaigns like this.
It’s the time of year when many of us are jetting off to go on holiday, so well done to Carlsberg for creating an apt summery advert. Although I’m not sure how many of us will be lucky enough to get some free booze on our return home this summer…
Alex Brown has just started his career at Skout PR and will be a regular contributor to the Skout blog.