Based on the case study andthe fourimages provided, analyse theCarlsberg "Probably not"campaign in terms of the Facets Model of Effects, explaining the facet/s that were incorporated. Refer specifically to theadvertisements shownandthecase study informationin your response (10 marks).

Case Study:

Having spent years proclaiming they are probably the best beer in the world, Carlsberg have now conceded they're actually 'one of the cheapest, not the best', and launched a brand-new campaign to address the issue.The campaign kicked off in early 2019 when people started to notice tweets criticising the taste of Carlsberg were being promoted by the brand themselves (refer to Image 1).Despite speculation it was an embarrassing error, it instead marked the brand adopting a recent tactic used by fast food chain KFC who also promoted insults about their products to signify change.Shortly after the tweets appeared Carlsberg launched a series of ads produced by advertising agency Fold7, in which they admitted they were 'probably not the best beer in the world' (Refer to Images 2 and 3).They added they had become too focused on producing 'quantity, not quality' and announced their recipe had since been rebrewed 'from head to hop' (Refer to Images 3 and 4).

Completely overhauling their namesake and turning their slogan on its head may be a bold move from the brand, but if successful, will no doubt reap significant reward and set the tone for many brand campaigns to come.

(Note: This case study is drawn from an article by Sophie Rafter on Famous Campaigns)

Image 1 harleigh @sharpdarts_ .5. carlsberg tastes like stale breadsticks @Afterglowes Follow Replying to @ Tripleleer 35 L280 656 Carlsberg And they manufacture Carlsberg a stones Promoted by Carlsberg UK throw from where I am right now but that also tastes like the rancid piss of Satan. 5:49 PM - 15 Jul 2018 Adam Savage @Asausage.. .29/01/2016 ~ Replying to @CarlsbergUK @CarlsbergUK adverts are top, shame the beer tastes like cat piss ad of of mp KHAN @JamayalKhan Carlsberg t7 my pint of carlsberg tastes like naan Roy @roystar11 Carlsberg Our generation have trust issues because we were all raised on those bread awesome adverts saying Carlsberg is the best lager in the world only to finally taste the shit and realise it's like drinking the bath water that 23:18 . 25/08/2013 . Twitter for iPhone your nan died in. Promoted by Carlsberg UK 53 L7355 Promoted by Carlsberg UK Image 2 With our NOT A Carlsberg Probably the best beer in the worldImage 3 NOT Probably the best beer in the world. So we've changed it. 'Probably the best beer in the world." arlsberg We had to create a better beer. A new Once true, but today? Probably not. Carlsberg, that's been completely Somewhere along the line, we lost rebrewed from head to hop. The our way. We focused on brewing PILSNER result? A perfectly balanced Danish quantity, not quality. We became Pilsner with a crisper, fuller flavour one of the cheapest, not the best. than before. Finally, a beer that So, there was only one thing for it. lives up to its promise? Probably. Carlsberg Image 4 Some things Other things needed to change. probably didn't. The hops, changed. Still founded in Copenhagen. The barley, changed. Still the father of modern lager. The recipe, changed. arlsber Still committed to carbon zero brewing. The label, changed. Still made the Danish way. The brew, completely changed. DANISH Still and always in pursuit of better beer. PILSNER OBABLY THE BEST #newbrew