Probably a good move

I recently read an article discussing Carlsbergs decision to re-strategize and move away from the traditionl "Probably the best..." slogan. The brand messages will now emphasize an age old brewing tradition that goes back to its Danish roots. I think in the long-term this is a good move, as in many countries particularly in the UK, Carlsberg is seen as less of a "premium" beer. This is different from market to market, but the UK is an important market and I suppose a move to emphasising quality and substance over whitty one liners in terms of their mareting communications may be a good idea. I for think its a good decision with long-term sustainability in mind. The brand is moving away from ascociating itself with the Footbal supporter wich was its previous target market; it now seems to be aiming its brand at the higher end of the market the premium segment which commands a higher price. However, I will miss the "Probably the best..." ad campaigns and the Irish Football ads but as a marketer I can see that this move may be necessary in an extremely saturated and competitive market environment.

Poster Advertising in bad taste

I was in Paris over the weekend and one of the things which struck me amongst all the beautiful architecture and historical sites was the large scale banner advertising which was draped across these magnificent buildings. Most, if not all, were advertising the major fashion houses or designer jewellery and so forth. For me personally, it is a step too far. I actually found this type of advertising invasive and off putting. Traditional advertising certainly does need to be creative and standout more, now more so than ever. Yet, I found this particular style off-putting and distasteful. I think that if a brand wants to portrait sophistication and class, it needs to recognise that this must be conveyed, not only to the imagery in its advertising but also the methods it employs. I believe that beautiful 17^th century architecture covered in posters advertising the latest designer shoes leaves a bitter taste in the mouth and a bad image of that particular brand’s values. I’d like to think I am not alone in this belief…

C’est la vie!

Sean Wiemann