“抱歉，我们以前很难喝”真实广告档案又一案例：嘉士伯啤酒Another One for the ‘Sorry, We Used to Be Crap’ Truth-in-Advertising File: Carlsberg Beer
丹麦啤酒品牌嘉士伯承认其使用了40年的广告语“可能是世界上最好的啤酒”并不属实。面对不断下滑的销量和消费者对口感日益严厉的批评，嘉士伯不仅推出了全新的啤酒配方，还采取了极其坦诚的营销策略。新营销活动直言“可能不是世界上最好的啤酒，所以我们改变了它”，以此作为品牌重塑的切入点。这种“自黑”式的反向营销表明，承认产品缺陷并辅以实质性改进，反而能有效挽回消费者的信任。
Ben Chapman
After 40 years of advertising its lager as "Probably the best beer in the world", Danish brewer Carlsberg has confessed that the famous slogan may not be true.
Reacting to falling sales and increasingly harsh comments from drinkers about the taste of its beer, Carlsberg has launched a new recipe along with a more honest approach to marketing.
The campaign declares: “Probably not the best beer in the world. So we've changed it.”
“Somewhere along the line, we lost our way. We focused on brewing quantity, not quality. We became one of the cheapest, not the best.”
As part of the new ad campaign Carlsberg is sharing negative comments about the old beer including, "Carlsberg tastes like stale breadsticks" and another comparing it to “drinking the bathwater your nan died in”.
In an apparent bid to appeal to drinkers now used to a wide range of craft beer options, Carlsberg is now calling its flagship product a "Danish pilsner", rather than a lager. It has the same alcohol content of 3.8 per cent but a “crisper, fuller flavour”, according to the company
Bars and pubs will also replace the tall, thin Carlsberg lager glasses with a shorter stemmed glass.
Carlsberg UK's vice president of marketing, Liam Newton, said: “Drinkers' interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasn't.
“At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best.”
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