Carlsberg is famously known as “Probably the best lager in the world”.

We were tasked by Carlsberg to relaunch this iconic slogan in the UK, with the primary objective of driving mass brand awareness and engaging new audiences.

The biggest challenge was to do this outside of traditional TV advertising and on a small budget.

We needed an idea that could travel beyond print, harnessing digital and social channels to allow the idea to be shared amongst mass audiences.

Outdoor was the perfect medium to attract consumers and drive stature and fame. However, a nationwide outdoor campaign was out of the question with the budget.

Our approach was based on a simple idea: if Carlsberg made billboards, they would be the best billboards in the world and therefore serve beer. So we created just that: the world’s first beer-serving poster that allowed consumers to help themselves to an ice-cold Carlsberg. Embedded with a Carlsberg Font and stack of glasses, the creative features the headline ‘Probably the best poster in the world’.

Positioned in a busy part of central London, during the day 1,400 glasses of Carlsberg were sampled and 60 million consumers were reached globally via earned PR, with coverage in the Guardian, the Telegraph, the Huffington Post, the Sun Online, the Metro, internet phenomenons BuzzFeed and The LAD Bible, and US weekly news magazine TIME.

Based on media coverage alone, return on investment was eight times the campaign cost. The impact on social was just as widespread, with the campaign hashtag #probablythebest generating over 3 million Twitter impressions in one day and fans tweeting their stamp of approval, including a mention from business tycoon and media personality Lord Alan Sugar.