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06.2011

Massachusetts Beverage Business

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archivedOnBeerReport

THE END OF CARLSBERG’S FAMOUS SLOGAN . . . PROBABLY

It’s the end of an era. For nearly forty years Carlsberg has used the same slogan: “Probably the best lager in the world”. But that is soon to be no more as it’s being replaced by: “That calls for a Carlsberg”. Carlsberg has dumped the old slogan because it believes that new customers in Russia, Asia and the Far East do not understand its subtlety. If the slogan says that the beer is “probably the best” then the next logical questions from the customer is: “Oh, you’re not the best?” The “Probably” slogan was launched in 1973 – in a voiceover spoken by Hollywood legend Orson Welles. UK bosses of the Danish-based firm said the old slogan would continue to appear on cans (probably).

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