This as part of a larger campaign highlighting the need that Carlsberg has re-brewed its beer with a new taste from "head to Hop". With this campaign, Carlsberg is also going back to its heritage and age-old positioning of "Probably the best beer in the World." With the campaign, Carlsberg also acknowledges that in the time of premiumization and the rise of kraft, the bland taste of standard lager is less and less satisfying for beer drinkers. According to Kantar Alcovision the amount of people drinking "standard" lager in the UK has fallen by 1.6 million in the past five years; and according to Glocalities data, 38% of beer drinkers worldwide drink special/craft beer at least once a month (n=20,824 beer drinkers, 2019).

Although a negative framing of a campaign is always dangerous, the Carlsberg marketeers may be on to something by both rebrewing its beer and going back to its heritage slogan - and doing it in such a brave manner and eye-catching manner. According to fresh 2019 Glocalities data, the fundamentals of the campaign are in line with the motivational values and psychological triggers of the current Carlsberg drinker.

As such, the campaign taps brilliantly into the deeper motivations of the current Carlsberg drinkers. And it goes to show that with a fundamental understanding of your target audience, it is easier to take bold decisions that stand out and get consumers to react. Of course, the bottom line of the success of this campaign would be how the new Carlsberg brew will be perceived by beer drinkers -But we can already tell that the current customers will probably take up the dare and give it a go.