& # 39; Probably NOT the best beer in the world … so we changed it! & # 39; Carlsberg admits that his lager is wrong because it refines the 46-year-old slogan with the launch of a new recipe and an advertising campaign of £ 20 million
- Brewer launches Carlsberg Danish Pilsner television advertising on 23 May
- It teased online campaign by admitting that the original recipe is not in order
- The company admitted: & # 39; Probably not the best beer in the world. So we changed it & # 39;
- Comes after the promoted posts struck original recipe as Satan's & # 39; rancid p *** & # 39;
Forty-six years after Carlsberg boasted about his lager, & # 39; probably the best beer in the world & # 39 ;, the brewer admitted it wasn't.
The Danish company has resumed boasting to launch a new drink, realizing that the original did not fit with a campaign that said: & # 39; probably not the best beer in the world. So we changed it. & # 39;
It is the launch of a new version of the drink, brewed in Northampton since 1973, with a new name and recipe.
Carlsberg Danish Pilsner gets a hop taste more, but still remains 3.8 percent strong. An advertising campaign of £ 20 million has enjoyed the original slogan scribbled by a coarse & # 39; not & # 39; after the word & # 39; probably & # 39; to place.
The brewer has adapted his original slogan (above) to launch a new pilsner named Carlsberg Danish Pilsner, which will have a hop taste more
Depicted: How Carlsberg sold his lager before the more modest approach it will pursue for its Pilsner
Carlsberg launches a new beer and finally admits that the original recipe is probably not the best in the world because it teases TV advertising due to air the following month
Shown: the new Carlsberg that is set to replace the original recipe. It remains a 3.8 percent beer, but the brew has changed with the aim of offering a taste with more depth
The full television ad is being broadcast for the first time on May 23, but before that Carlsberg has embraced the spot of his original recipe faces by posting critical reviews of the drink from social media users.
They include a saying & # 39; Carlsberg tastes like stale bread sticks & # 39; and another that compares the taste with & # 39; cat p *** & # 39; and one that is the & # 39; rancid p *** of Satan & # 39; calls.
It also teased the promotion on social media because it confirmed the launch of a new drink with an entrance exam: & # 39; Probably the best lager in the world. Once where, but today? Probably not. Somewhere along the line we lost our way.
& # 39; We focused on brewing quantity, not quality. We were one of the cheapest, not the best. So there was only one thing for it. We had to make a better beer. A new Carlsberg, completely renewed from head to hop.
& # 39; The result? A perfectly balanced Danish pilsner with a brighter, fuller taste than before. Finally, a beer that lives up to its promise? Probably. & # 39;
The & # 39; probably the best beer in the world & # 39; tag from Carlsberg was removed before launch, but the iconic slogan-inspired spin-offs.
They include a huge poster in Brick Lane, East London, in 2015 with an excellent tap on which free beer was issued under the phrase: & # 39; probably the best poster in the world & # 39 ;.
Another memorable brewer's poster mocked a Protein World ad that appeared on the London Underground. The fitness products brand asked commuters: & # 39; Are you ready for the beach body? & # 39;
Carlsberg's legendary campaigns include this poster in Brick Lane, East London, where a tap stuck out of an advertisement to offer free beer to passers-by
The question appeared alongside a skinny model with a yellow bikini, causing Carlsberg to respond by undermining the advertisement.
It placed a poster next to the Protein World on which a Carlsberg bottle of yellow swimwear with the text & # 39; Are your beer body ready? & # 39;
Recent promotions also include support for the English football team prior to their quarter-final match against Sweden last year.
It mocked the country's leading furniture brand, Ikea, with that statement: & # 39; Time to package the Swedes flat & # 39 ;.
Carlsberg undertook to spot this Protein World ad with an ad that asked users of the London Underground if they & # 39; beer body ready & # 39; goods
This was Carlsberg's subversive reaction to the Protein World poster that pops up in the Tube network of the capital
The brewer also refers to the & # 39; It & # 39; s Coming Home & # 39; chorus of supporters of England with the statement: & # 39; It probably comes home … & # 39 ;.
It appeared with a man with a pint while he was dressed in a cardigan and tie identical to the M&S competition daywear of manager Gareth Southgate.
Celebrities who have appeared in campaigns for the beer brand are the Danish actor Mads Mikkelsen and comedian Paddy McGuinness.
This World Cup campaign celebrated the race day clothes of English manager Gareth Southgate and used the phrase & # 39; it comes home & # 39; van Baddiel and Skinner & # 39; s classic song Three Lions, which they recorded with the Lightning Seeds in 1996