Carlsberg admits it probably doesn’t make the best beer in the world
Carlsberg has finally woken up to the fact that its beer might not be everyone’s first choice. Not sure the Marketing Week team would go as far as saying it tastes like the “bath water your nan died in” but it certainly isn’t top of the list of beers we’d choose when having a post-work pint.
To address this, Carlsberg has taken drastic action. The beer has been rebrewed “from head to hop” and its visual identity given a makeover to make it a more premium option. To promote this it has launched a marketing campaign that has certainly got people talking.
Outdoor ads subvert its ‘probably the best’ tagline to admit it’s ‘probably not the best beer in the world, so we’ve changed it’. While on Twitter it has been promoting tweets that criticise its taste and encouraging them to try the new beer.
It’s certainly a bold step for a brand to admit it has got things wrong but makes the sort of big impact Carlsberg needs if it wants to get people to taste the new beer and reappraise the brand. It’s a strategy that has worked in the past, most notably with Domino’s and KFC, and with some clever executions this campaign will certainly garner interest.
Carlsberg just has to ensure its beer now lives up to its brand promise or it will be in all sorts of trouble. SV
Behaviour overtakes demographics as the segmentation method of choice
For generations age and gender have ruled the roost as the most popular forms of segmentation, but now it appears marketers are going in a different direction.
A Marketing Week survey of more than 800 marketers working across 23 sectors revealed that 91% of marketers think behaviour is the most effective method of segmentation.
Behaviour (44%), location (42%) and age (38%) are currently the three most common methods of segmentation. However, 40% of those questioned say behaviour is a very effective mode of segmentation, compared to just 3% who say the same of age.
In fact, 73% of marketers think behaviour has become a more effective means of segmentation over the past five years, whereas social grade has lost the most relevance for marketers. Some 25% of those questioned said social grade has decreased in effectiveness, followed by age (14%) and gender (12%).
While behaviour has emerged as marketers’ favourite mode of segmentation, a caveat to this is that in practice it remains part of a sophisticated mix combining elements of lifestyle, attitude and demographics.
However, there is one thing the majority of marketers are agreed…