A year since Carlsberg UK’s Mean Tweets campaign highlighted candid views about its old beer, the brewer is back with a new social video series that reveals what the reaction has been to its newly brewed Carlsberg Danish Pilsner.
Carlsberg UK has again engaged its employees in a series of videos which act as a follow-up to last year’s disruptive Twitter approach. The campaign saw Carlsberg UK promoting less-than-favourable tweets about its old Carlsberg beer and videos that captured employees’ reactions to the ‘colourful’ descriptions Twitter users had made about the old brew.
This time around Carlsberg UK has trawled its Twitter feed – this time focusing on comments about the new Carlsberg Danish Pilsner since it was rebrewed from head to hop.
In the new videos, employees are asked to guess the missing words in tweets. Comments include: ‘The new Carlsberg is a******* c****’’ (‘actually class’); ‘#NewBrew is s*** **!!’’ (‘spot on’) and ‘New Carlsberg a******** s****’’ (‘actually slaps’).
Liam Newton, Carlsberg UK’s vice-president marketing said: “The purpose of our latest approach is to show how consumer sentiment towards our beer in the UK has changed since we introduced our new brew. From taste tests, we know that consumers love our new brew but it’s great to see that people are actively sharing their positive reaction to it. We know that when people try it, they like it, so our focus is now on ensuring that we tell more people about the change, to drive trial and reappraisal.”
In a new addition to the campaign, Danish actor Mads Mikkelsen also makes an appearance in a series of digital films created by Fold7, in which he is seen reacting to tweets that reveal what the public is really saying about the new Carlsberg Danish Pilsner.
The latest edition of ‘Mean Tweets’ launches on 3 March and is followed by a wider multi-million integrated marketing campaign across TV, social, broadcast, out-of-home and digital, all aiming to continue to drive awareness and trial of the new brew.
At the heart of the campaign is a new edit of last year’s ‘The Lake’ TVC starring Mikkelsen. In the 30-second spot Carlsberg confronts the issue it may have had with the old brew and playfully hints that the issue has now been dealt with.
In support of the campaign, thousands of high-impact outdoor posters will roll-out across the UK from early April, with the message ‘We’ve changed the beer. Only you can change your mind.’ These will be supported by other posters highlighting tweets from people that have tried the new beer and have changed their mind, as Carlsberg encourages consumers to reappraise the brand.
The campaign will also be accompanied by a series of trade activations, which will include the brewer offering 50,000 beer drinkers aged 18 years and over a chance to claim a free pint of Carlsberg Danish Pilsner at participating venues. The best news is that once they claim their beer, they will then have the opportunity to share another with a friend.
Carlsberg Danish Pilsner will also continue to feature at Carlsberg’s various festival activations this summer, including Glastonbury, Latitude, Reading and Leeds, as well as O2 Academies across the country.