When we pitched the business in late ’08, Carlsberg Malaysia were looking for an idea that would reconnect them with the 25 year olds, without alienating their core target group – the 50 year old “uncles” who sit in coffee shops every night drinking gallons of the stuff.
After 9 months, the “Great Beer, Great Stories” campaign was born featuring a refreshed visual language, and a series of witty one liners that enabled men of all ages to get and prolong their beer time with their mates. It also features the line “Nice One!”, a verbal thumbs up between guys that salutes a great story. The first part of the campaign re-established the brand’s creds. The second was the stories. After running for over a year, Carlsberg has extended its lead at the expense of Tiger. Nice One!
Blak Labs blog 