Steve Henry defends Carlsberg decision to drop 'Probably'
The new slogan for Carlsberg which is set to the replace the ‘Probably the best in the world’ positioning has been defended by influential creative Steve Henry.
Henry, former TBWA creative director and founder of HHCL, has said that change for a brand can be a good thing when asked about his thoughts to the decision by Carlsberg to replace its long running positioning with ‘That calls for a Carlsberg’.
"With a long-running campaign like this, it's crucial to keep it fresh because otherwise people start taking it for granted,” commented Henry. “I'm not a fan of hanging onto something just because it's been around for a while!”
Despite that, Henry added that he was disappointed by the decision. “I think it's a bit of shame to lose the line because it was a classic, and sat underneath some of the best advertising in this sector. There was a wonderfully quirky and understated element in the ‘probably’, which led to some highly entertaining and engaging work. The new work seems very focussed and hard-working, so it'll be interesting to see how it engages with the target audience."
At a recent MiNetwork forum, Henry raised the belief that advertising could ‘go away’ and described the communications form as being like ‘wasps at a picnic’ to the general public.