This week’s #ThrowAdThursday takes us all the way back into the 1970s to time when Saatchi & Saatchi gave Carlsberg their famous tagline “Probably the best beer in the world.” Since then, the company has taken on their slogan with a new series of witty campaigns. So, we can take a look at what the company would do if it started its own supermarket or barber shop, or was to produce cases or even chocolate bars.
The Copenhagen-based company, and one of the five largest brewery groups, has merged their campaign ‘If Carlsberg did…’ with the iconic tagline that’s been in use for over 40 years and is looking to reinvigorate the campaign, which has been known to inspire user-generated content with #IfCarlsbergDid and #Probably hashtags that brilliantly fit into the humour of the brand.
In March this year, the popular beer-producing company revealed one of its biggest ideas – a pop-up bar in London made entirely from chocolate! The pop-up, entitled ‘If Carlsberg Did Chocolate Bars’, appeared as a giant bar of chocolate at the Truman Brewery in Shoreditch, London; and this idea was followed up with another instalment by London’s independent creative agency Fold7 titled ‘Probably the Best Billboard’ – a 3D, three-metre by 12-metre billboard, complete with a tap – that dispensed beer to pedestrians passing by at the same place. Dharmesh Rana, Senior Brand Manager at Carlsberg UK, said: “Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different. We knew that the British public love beer and chocolate, so we’re delighted to bring them together to create probably the best bar there could be.
In June, Carlsberg surprised their customers with another video depicting what would happen ‘If Carlsberg did Haircuts’ and David Scott, Director of Brands and Insight at Carlsberg UK explained why the company likes the series so much: “We decided to bring the popular concept of ‘If Carlsberg Did’ back to screens and it has been met with incredible consumer engagement. The new series plays on everyday scenarios, such as supermarket shopping and getting a haircut. This, alongside the launch of the new grooming kit has been developed to continue to drive brand awareness and trial, using situations our target market can identify with as a platform.”
The new creative takes viewers on a fantasy experience starting with a man and his dog entering a barber shop looking for a stylish trim. The customer is quickly guided through to a surreal back room, with singers performing on stage, before being seated with a cold pint of Carlsberg. You can also take a ride in the world’s best taxi and eagerly await another clever and amusing ‘If Carlsberg Did’ video.
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