Reviving Carlsberg Malaysia

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!