‘If Carlsberg did…’ is the current evolution of the longstanding ‘Probably the best’ campaign, wherein Carlsberg show that if they did turn their hand to anything other than making beer then that too would be Probably the best in the world.

Easter in the UK [and globally] is strongly associated with chocolate, chocolate eggs, chocolate bunnies and chocolate BARS, and this is where the stars aligned.

If Carlsberg did a chocolate bar, it wouldn’t simply be the best by tasting of beer or be the best by being the world’s biggest chocolate bar. For our consumers, the best chocolate bar in the world would be an actual bar [drinking establishment] made entirely out of chocolate, from the skirting boards to the dart board, that they could step inside and pour themselves a beer.

So that’s exactly what we did.