Carlsberg: Bikers

Carlsberg Belgium used this campaign to put its own spin on the beer's new tag line, "That calls for a Carlsberg", and international creative strategy, defined as "a reward for a daily act of courage".

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...

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