Probably 'NOT'

Probably 'NOT', Carlsberg / Initiative
In the face of declining sales and mounting criticism over Carlsberg’s quality and taste credentials, Carlsberg made the brave decision to completely rebrew their flagship beer, emerging with a New Danish Pilsner. But to drive reappraisal of Carlsberg, we had to find a way to tell the nation our beer had changed for the better.

So we threw the marketing rulebook out the window and gave our most vocal critics a national platform to create ‘Probably Not The Best’ campaign. We generated a whirlwind of speculation and hype before then pulling the rug with an integrated media campaign to launch our new brew. Within months, Carlsberg sales and Carlsberg brand love were back in growth.