Monday, October 3, 2011

Carlsberg Cinema Experiment

Earlier this year Carlsberg scrapped their famous slogan 'Probably the best lager in the world.'  The slogan served them well for 38 years, but didn't necessarily resonate in some of the key growth markets such as Asia.  Instead Carlsberg has adopted the strap line 'That Deserves A Carlsberg' and has been activating various campaigns around the slogan.  The latest is from Belgian agency Duval Guillaume Modem:

"To reinforce the new baseline ‘That Calls for a Carlsberg’ Duval Guillaume Modem proposed an original experiment. In Belgian cinemas some innocent couples were confronted with a theatre filled with not-so-friendly gentlemen and only 2 seats left… How will they react?"

SPOILER: Most of the couples walked out, but those who stayed were rewarded with a Carslberg and a big congratulations from the bikers as 'That Calls For A Carlsberg' was projected onto the cinema screen.  Great stuff and a great way of expressing the brand values through the behavior of the people who chose to stay in the theatre.  That is, f you don't judge a book by it's cover...that calls for a Carlsberg, if you show courage by sitting amongst the intimidating bikers...that calls for a Carlsberg, etc, etc.

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