FROM UNLOVED AND ANONYMOUS TO CHANGING THE WORLD
In 2014, Carlsberg Hof was heading in the wrong direction and sales figures had been in decline for years. Although the beer was considered good, the brand did not feel relevant to an increasingly environmentally conscious audience. The beer market had changed, too. With increased competition strengthening on all sides, from imported beers to trendy microbreweries. On trade and off trade, it was now important to be a brand that people wanted to be associated with, and a beer that was perceived to have something unique.
Despite considerable marketing investment, Hof was no longer anyone’s first choice – with a diffuse proposition no one could really place. In focus groups, Hof remained unopened on the table: it was neither premium nor favourite. Carlsberg needed to make people feel better about the brand and Hof.
THE BRUTALLY SIMPLE SOLUTION
The organic wine segment had recently started to grow, but beer was trending towards local microbreweries. Carlsberg decided to test the market with an organic beer – something that was unheard of in 2014. After a successful trial, Carlsberg decided to go all-in on switching Hof to be entirely ecological. To launch Carlsberg Hof Organic, we wanted to make a real impression and remind people that that Hof was the original – but now in a new, organic vintage. We found the solution in the classic concept with the 40 year old pay off: "Probably the best beer in the world", which we could subtly tweak to: "Probably the best beer for the world ”. Communication appeared on packaging, trucks and at retailers around the country as well as in radio, print, apps, OOH and digital.
THE RESULT: A DRAMATIC MEASURABLE CHANGE
The campaign had a fantastic impact and lifted Carlsberg Hof as “First choice ”among young men by +100 %. The important parameter in category “Taste better than others” increased by +22 % and “Brand I love” by a full +61 %. But most importantly, we reversed a long-term declining sales trend, as Hof's sales increased by as much as +12.6%, which was the largest increase among all beers on the state liquor store, Systembolaget's top 10 list.
Through a simple tweak to a classic slogan, we transformed an anonymous, unloved beer to one that was relevant to a modern audience. The long-term negative spiral was reversed; sales rocketed and organic became the obvious choice.
POSITIVE BRAND PERCEPTION