Rapport , Initiative, Fold 7 and Clifford French won ‘Best National Campaign’ at The Drum Out of Home Awards 2019 with the ‘Probably Not’ campaign for Carlsberg. Here, they reveal the challenges faced and the strategies used to deliver this transformative, unorthodox campaign for the Danish beer giant.
Carlsberg was in trouble. People no longer believed it was ‘Probably the best beer in the world’.
To reverse declining sales and turn Carlsberg brand love into Carlsberg beer love, we had to find a way to appeal to both our existing audience as well as a new one who had come to expect more taste and more quality from a pint.
Well, the campaign was certainly talked about!
It made a mountain of newspaper headlines – with coverage from the likes of The Sun, Metro and Independent – and it even got David Mitchell, of Mitchell & Webb fame, talking about it for The Guardian!
More importantly though, it succeeded in getting people to re-appraise Carlsberg.
Building our OOH campaign using AMP audience data in YouGov meant we could pull our target audience segments directly into YouGov’s BrandIndex to track the impact on Carlsberg’s brand health.
Since launching the campaign, Carlsberg’s Quality score with our AMP audiences saw a double-digit increase, 1.5 times that of the general adult population.
Even more importantly, Consideration increased by around a third and Purchase Intent saw a three-digit increase, far outstripping the wider population gains.
On trade rate of sale is up double digits YoY in key national retailers since campaign launch.
We got the nation talking and importantly, they seem to be liking the new brew! A risk worth taking? Probably.