Robert Pattinson stars in Carlsberg's playful debate on taste and sophistication
The global campaign was developed by London-based creative agency Fold7, with media strategy handled by iProspect, a Dentsu subsidiary that manages international and German accounts for Danish brewing giant Carlsberg. The campaign spans Addressable TV (ATV), digital platforms, social media, and out-of-home advertising.
Through ATV, internet-enabled smart TVs are targeted, allowing for "precision ad delivery during linear TV programming," as the company explained in response to inquiries. The "digital" component includes platforms such as YouTube and Netflix, booked nationwide throughout April. On social media, the focus is primarily on Instagram. The out-of-home element features a localized activation in Hamburg, with large-format posters running in April at key locations like the central train station, the Reeperbahn, and the Eimsbüttel and Ottensen districts. Additional elements include city light posters (CLPs) and targeted placements in cultural hotspots.
At the heart of the "Unquestionably Good Taste" campaign is the idea that while people may never fully agree on what defines good taste, this very "agree to disagree" fosters open and healthy discourse, according to Carlsberg. The "cinematic" ad, set in Paris, stars actor Robert Pattinson in three distinct roles—a minimalist, an artist, and an eccentric older dandy—each convinced they embody the epitome of good taste. "When their worlds collide and their certainties begin to falter, tension builds—until a shared truth emerges: 1664 Blanc is 'Unquestionably Good Taste,'" the company states.
"The 'Unquestionably Good Taste' campaign reflects the overarching brand ethos of 1664 Blanc: celebrating good taste as an expression of individuality. Good taste is one of the most debated concepts in our culture—and this is precisely where 1664 Blanc has always confidently positioned itself. As arguably the most distinctive beer brand in the world, a splash of blue in a sea of green, we embrace the diverse opinions that define it," says Seva Nikolaev, Global Vice President of Premium Brands at Carlsberg.
Carlsberg has distributed 1664 Blanc since 2016, and the beer—known for its iconic blue bottle—is now available in over 50 countries.
Read also:
- India's Agriculture Minister Reviews Sector Progress Amid Heavy Rains, Crop Areas Up
- Over 1.7M in Baden-Württemberg at Poverty Risk, Emmendingen's Housing Crisis Urgent
- Life Expectancy Soars, But Youth Suicide and Substance Abuse Pose Concern
- Cyprus, Kuwait Strengthen Strategic Partnership with Upcoming Ministerial Meeting
