Beer Today, Gone Tomorrow
Robb Report Singapore|November 2022
All products need to suggest that they’re the best of the best, but they can’t all be. Andrew Leci spares some thoughts for the advertisers whose only directive is to sell, sell, sell.
Kenny Nguyen
Beer Today, Gone Tomorrow

‘PROBABLY THE BEST lager in the world’, is unequally probably one of the best marketing straplines ever written. Originated in the UK in 1973 by an advertising agency known as KMP, it has stood the test of time - nearly half a century in fact - although ‘lager’ was replaced by ‘beer’ at some point.

Interestingly, unable to fly in the face of popular opinion forever, Carlsberg decided to slightly amend their famous slogan back in 2019, to “probably not the best beer in the world”, adding, “so we’ve changed it.”

The advertising campaign that admitted to putting quantity before quality was bold in its self-deprecation, as the brand changed its product to try to win back a plummeting market share. Only time will tell whether it’s been successful, but it’s interesting to see that iconic, claimatic (new word) phrase back in full force in 2022.

Was it the best lager/beer in the world in the early 1970s? Most certainly not, hence the word ‘probably’. But the line was catchy, and the product sold well. Carlsberg couldn’t categorically state that it was the ‘best’, because the claim was both outrageous and eminently contestable, but even the implication that it might be was enough to drive sales, and herein lies one of the conundrums in the worlds of marketing and advertising.

この記事は Robb Report Singapore の November 2022 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

この記事は Robb Report Singapore の November 2022 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

ROBB REPORT SINGAPOREのその他の記事すべて表示
BREAKING DOWN WALLS
Robb Report Singapore

BREAKING DOWN WALLS

Georgina Atkinson, managing partner of Origin Private Office, on the evolving landscape of high-end real estate.

time-read
2 分  |
November 2024
Aged Gracefully
Robb Report Singapore

Aged Gracefully

The Benromach 50 Years Old by Gordon & MacPhail is a delicious single malt, touched by love, passion and the human hand.

time-read
2 分  |
November 2024
This Month's Feed
Robb Report Singapore

This Month's Feed

Only the best dining and drinking spots in Singapore.

time-read
2 分  |
November 2024
Small-scale Thinking
Robb Report Singapore

Small-scale Thinking

Architect Todd Saunders wants to change the way we approach hospitality design from the ground up.

time-read
4 分  |
November 2024
Todd Snyder Is Exactly Where He Wants To Be
Robb Report Singapore

Todd Snyder Is Exactly Where He Wants To Be

\"Our whole goal is to present product in a way that guys get it and understand it, versus 'Here's some crazy aspirational brand-you go figure it out on your own'.\"

time-read
5 分  |
November 2024
Depp Dive Into Sauvage
Robb Report Singapore

Depp Dive Into Sauvage

Johnny Depp on music, scents and the mystique of creativity.

time-read
4 分  |
November 2024
Time For Poetry
Robb Report Singapore

Time For Poetry

Pascal Raffy on his love affair with the 202-year-old house of Bovet.

time-read
2 分  |
November 2024
One of a Kind
Robb Report Singapore

One of a Kind

The incomparable Lange 1 turns 30 this year and A. Lange & Söhne marks the occasion with its trademark understatement.

time-read
2 分  |
November 2024
P For Personality
Robb Report Singapore

P For Personality

Enhance your swing, and inject your personal style while you're at it, with TaylorMade's new P-770 and P-7CB irons.

time-read
1 min  |
November 2024
The Short-hop-adventure-craft Category Takes Off
Robb Report Singapore

The Short-hop-adventure-craft Category Takes Off

Inside the flight deck of Pivotal's Blackfly eVTOL, an ultra-smart ultra-light with eight propellers, electric propulsion and no pilot's licence required.

time-read
3 分  |
November 2024