Carlsberg’s global ambitions call for a new slogan

THE DANISH BREWER has ditched its ‘probably’ strapline in favour of something which translates better in its new growth markets. Carlsberg first used the line ‘probably the best lager in the world’ in the 1970s and it since become so associated with the brand that reference to the single word conjures up clear associations in the minds of many a male consumer. But, what is attractively self-deprecating modesty in Britain sounds like an apology or a crisis of confidence in Russia and Asia. Now, agency Fold7 has developed a new global strapline which made its first appearance in ads this week. ‘That calls for a Carlsberg’ may not yet have the resonance of ‘probably’ but early indications are that the company will use it to associate itself with major triumphs of human endeavour. - 21/4/2011