Carlsberg: Bikers
Duval Guillaume Modem Antwerp
Advertiser: Carlsberg GroupBrand: CarlsbergCountry: Belgium
Objectives
Carlsberg, with its well-known baseline "Probably the best beer in the world" has always been portrayed in Belgium as a premium badge brand representing a stylised, sublimely sophisticated world – only a couple of years ago, it launched a contest in which participants could win a private jet for a week!
The change of the baseline into "That calls for a Carlsberg", decided internationally, was an opportunity to reposition the brand as more accessible, more contemporary and more relevant for a younger consumer...