Carlsberg has developed a taste for authenticity with the release of what it describes as ‘probably the most honest radio campaign in the world’.
Digging deep into the bowels of YouTube in its search for the truth Carlsberg has tapped an army of global beer enthusiasts who are happy to share their thoughts on YouTube by translating their sentiments into a series of radio ads.
The homebrew recordings are distinguished by a lack of professionalism, often taking place in a kitchen or basement and recorded on a basic webcam or phone. But what they lack in polish they more than makeup for in earnest enthusiasm.
Having filtered out many of these posts for its classic Carlsberg Pilsner the beer brand was chuffed to find that expressed sentiments were largely favourable, with many having the appearance of a guerilla advertising campaign.
Views from the likes of ‘ThomasMetal75’, ‘SofaKingDrunk’ and ‘GeorgeColvin’ were swiftly distilled into a series of 45-second voice ads capped by a cheeky Danish narrator.
The campaign, spearheaded by Happiness Brussels, follows hot on the heels of Carlsberg's self-effacement strategy that saw it unveil a new pilsner in the UK by likening its old brew - to 'piss'.
You can listen to the ads below.