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Carlsberg is launching a new global brand campaign.

The ‘Do the best things begin with curiosity? Probably’ campaign focuses on curiosity among consumers and beer drinkers.

It launches first in Hong Kong from 1 April and in the UK from 1 May, and will be a fully integrated campaign across cinema, TV, online video and BVOD, consumer PR, CRM, OOH, social media, e-commerce and internal communications as well as through in-store and outlet activations. This is the first time Carlsberg has run a global campaign across all 120 markets, rolling it out in the UK, Asia, South America and Europe throughout 2024 and into 2025.

Global brand director at Carlsberg Lynsey Woods said: “This campaign is rooted in the insight that we can push the boundaries of progress with curiosity, something that is intrinsic to our core values at Carlsberg. Our founder J.C. Jacobsen’s mantra was ‘Semper Ardens’, Latin for ‘always burning’. Today, over 177 years later, we are still using our curiosity to push the boundaries of brewing beer through science, whether that’s finding new ways to reduce the energy and water needed in the brewing process, or developing crops which can tolerate a more extreme climate.

“We want to showcase, with a little fun, wit and entertainment, that we can all reinvigorate our curious side, and we hope the campaign does just that for beer drinkers across the world.”