Carlsberg

Carlsberg

Probably the best poster in the world.

Billboards, whether or not their small or huge, they are something that are around us all the time that we all notice, promoting different brands, events, films, etc. Normally just providing us with key information we need to know, could just be one word, a couple of words with pictures or even just a picture. But Carlsberg, a Danish brewing company, decided to go one step further with their billboard back in April 2015 named ‘Probably the best poster in the world’.

The company Carlsberg situated a billboard in the middle of busy London Street, Brick Lane, where lots of people go every day and is close to Shoreditch, where the taste for craft beers and ales are becoming more popular than mainstream lagers. By placing it here it would hopefully reconnect this market with this product again.  

Very simply the billboard just said ‘Probably the best poster in the world’ in the same font as the Carlsberg logo on a green background, the same colour Carlsberg use for their packaging, creating this connection between the stimuli and the brand so people knew what brand it was straight away, as our minds remember these connections between colour and font. Then situated in the middle of the billboard was a working beer tap so people could pull themselves a pint and have a taste of this product whilst walking past.

Watch the link to see the reaction to this poster..

People did seem a bit wary of this poster to begin with and didn’t really know if it was real and whether it was going to actually give you a ‘taster’ of this lager or whether it was just there for show but people were quick to realise it wasn’t and started lining up to have a go.

This is an example of experiential marketing, Carlsberg had created a link between their advertising and the consumer by creating an experience for them to take part in. Carlserg provided their audience with a chance to try their product for free, so instead of just reading a billboard about their product they could actually taste, smell and experience it for themselves. So in the future when they see other billboards or even this product for sale they have this connection as they have already once tried it and could influence their decision making.

They also encouraged people to share their experience on social media using the hashtag trend #probablythebest creating publicity for the brand and passing this message of that Carlsberg is potentially the best lager in the market, in hope that this raises their sales.