Unleashing the Power of Curiosity
Carlsberg has introduced its latest worldwide campaign, “Do the best things begin with curiosity?,” in a daring step that demonstrates the company’s dedication to innovation and advancement. This ambitious project is more than simply an advertising strategy; it celebrates curiosity as the driving force behind all human development. Carlsberg has tapped into a globally understood reality by doing extensive customer research: curiosity is the germ from which the finest things in life sprout.
A Foundation of Human Truth
The campaign’s inspiration stems from a simple yet significant realisation: while every human is born with an intrinsic sense of curiosity, the unrelenting constraints of maturity sometimes extinguish this important flame. Carlsberg hopes to reawaken this sated interest, particularly among beer aficionados globally, by reminding them of the joy and development that curiosity can offer. This statement strikes a deep chord with customers, providing Carlsberg with a one-of-a-kind opportunity to connect with them emotionally.
A Legacy of Curiosity
Carlsberg, founded in 1847 by J.C. Jacobsen, has prioritised curiosity in all of its activities. Jacobsen’s aim was not just to make beer, but also to reinvent the brewing process itself, a mission that he continues to pursue today. The Carlsberg Research Laboratory is a tribute to this ongoing tradition, with over 100 scientists working diligently not just to create exceptional beers, but also to pioneer solutions for a sustainable future. From the development of the pH scale to unprecedented advancements in climate-resilient crops, Carlsberg’s commitment to curiosity has had a profound influence both within and beyond the brewery.
A global celebration of curiosity
This campaign, a first in Carlsberg history, will launch internationally, reaching all 120 markets, with activations planned in the UK, Asia, South America, and Europe throughout 2024 and 2025. At the centre of the campaign is a fascinating brand film that transports viewers on a whimsical trip through time, demonstrating how curiosity has affected everything from music to social events.
The campaign’s multifaceted approach
“Do the best things begin with curiosity?” is making a big splash in Hong Kong and the United Kingdom. “Probably” is a comprehensive campaign that includes cinema, television, web platforms, and more. Carlsberg’s approximately 100 versatile assets, developed for a range of platforms, seek to reach customers everywhere, from social media to e-commerce. In addition, the Carlsberg hop leaf is converted into a stunning brand emblem for immediate recognition across all touchpoints.
Carlsberg’s campaign features the classic “probably” phrase, which reinforces the brand’s unique voice and upholds its tradition of quality and excellence. This creative integration guarantees that the ad stays undeniably Carlsberg even as it pushes new boundaries.
A Soundtrack Through The Ages
The campaign’s soundtrack, “The 900 Number” by The 45 King, offers a dimension of realism and engagement, with era-appropriate musical snippets following the brand film’s journey through time. This creative move enhances the campaign’s story by bridging the gap between the past and the present.
A Mission of Progress
Lynsey Woods, Carlsberg’s Global Brand Director, sums up the campaign’s essence: It’s an invitation to reawaken our inner curiosity. Carlsberg not only celebrates its legacy of discovery by tying this interest to the brand’s continued efforts to innovate in brewing and sustainability, but also promotes itself as a forward-thinking beverage industry leader.
Carlsberg’s new campaign is more than simply an advertising plan; it’s a global call to action. It encourages us to see the world through new eyes, reminding us that curiosity is the key not just to personal fulfilment, but also to communal growth and creativity. As Carlsberg continues to push the boundaries of brewing and beyond, it encourages us all to join the voyage of inquiry. Probably, this is only the beginning.
