Carlsberg’s new global campaign, “The Best Things Come To The Curious,” masterfully crafted by Fold7, inspires viewers and celebrates the power of curiosity. Through cinematic visuals and compelling storytelling, the campaign connects the dots between curiosity and life’s many pleasures and innovations, including the enjoyment of Carlsberg beer. This review delves into how the campaign revitalizes the brand’s image while honoring its rich legacy.
Creative Concept and Execution
The campaign is rooted in the philosophy that curiosity is at the heart of human progress and enjoyment. Lynsey Woods, Global Brand Director for Carlsberg, emphasizes how this campaign draws from the brand’s foundational values instilled by founder JC Jacobsen, whose motto “Semper Ardens” (always burning) highlights an enduring quest for knowledge and improvement. This historical perspective not only adds depth to the campaign but also bridges Carlsberg’s past achievements with its future ambitions, particularly in sustainability and innovation in brewing.
The advertisement is a montage of historical and modern scenes that illustrate pivotal moments of curiosity leading to significant discoveries, from the invention of music to advancements in brewing technology. This narrative approach not only underscores the theme of curiosity but also positions Carlsberg as a brand that has been and continues to be, a part of this continuous journey of discovery.
Pros and Cons
Pros:
- Emotional and Intellectual Appeal: The campaign engages viewers emotionally and intellectually, celebrating curiosity as a universal driver of progress.
- Brand Alignment: The emphasis on curiosity aligns perfectly with Carlsberg’s history of brewing innovations, reinforcing the brand’s position as a forward-thinking leader in the market.
- Legacy and Modernity: By linking historical achievements with modern advancements, Carlsberg creates a narrative that is both timeless and relevant, appealing to a broad demographic spectrum.
Cons:
- Complexity of Message: While the campaign’s depth is commendable, the broad scope of curiosity’s role in human history may dilute the specific message about the beer itself.
- Global Reach vs. Local Relevance: The campaign’s ambitious global narrative might struggle to resonate locally in various markets without specific cultural tailoring.
Cultural and Societal Impact
This campaign does more than advertise beer; it invites viewers to reflect on the role of curiosity in their own lives. Carlsberg’s focus on sustainability and innovative brewing techniques also taps into the growing consumer interest in ethical and environmental issues, making the brand more relevant and appealing to socially conscious consumers.
Conclusion
“The Best Things Come To The Curious” by Carlsberg, through Fold7, is a compelling blend of storytelling, brand heritage, and modern marketing. It promotes Carlsberg beer and champions a broader philosophical message that curiosity is a key ingredient in a fulfilling life and a sustainable future. This campaign can strengthen Carlsberg’s market presence and appeal to a new generation of consumers who value the history and future of the brands they support.