“Small refinements make a big difference.” This is a line from the new Carlsberg commercial. The statement is emblematic. “The Danish mindset and the philosophy of our founder of ‘always pursuing better,’ has driven the brand since its creation in 1847,” says Julian Marsili, Global Brand Director.
“Probably the best beer in the world?” You don’t see this kind of humility from a leading brand every day. The thing about this line is it’s inviting. If the beer is declared the world’s best, there you have it—case closed. On the other hand, if the beer is “probably” best it opens the door to product trial, because now you, the beer drinker wants to decide which pilsner is best.
Rings Be Gone
Using revolutionary new technology, the brewer is contributing to a better world by reducing plastic.
Ryan Newey, Founder and Chief Creative Officer, Fold7, says, “The campaign continues to embody everything Carlsberg’s quintessentially Danish philosophy has to offer, whilst also demonstrating its sensitivity to the increasing environmental issues we are facing.”
“The Snap Pack” innovation is now rolled out in the UK, Norway and the brewer’s home market, Denmark, and is one more demonstration of Carlsberg’s commitment to
Head of sustainability at Carlsberg, Simon Boas Hoffmeyer, says once the Snap Packs are rolled out worldwide the company will reduce its plastic use by 1,200 tonnes a year – the equivalent of 60 million plastic bags.
“It’s a little bit of magic,” he said of the design.
“It’s glued together so you can’t actually see the packaging. It’s almost not there, and that is what is extremely exciting from a sustainability perspective.”