AUDIO - PODCAST EP 6 - LIAM NEWTON, VP MARKETING OF CARLSBERG

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Probably the best podcast guest and episode that you've heard so far.

This week we’re sitting down with Liam Newton VP of Marketing for Carlsberg UK. You can’t have missed their efforts recently to throw out the recipe book and improve the danish pilsner, which saw them explode onto the scene with a noticeable, attention-grabbing launch campaign.

The launch campaign really focused on going back to its roots and being human, fessing up and saying ‘we had a brand promise to every person in the nation which was that we were probably the best lager or beer in the world’. And they’ve cut the corporate stuff, fessed up and said ‘we’re not that anymore’. They’ve been really bold to go out with one of the bravest campaigns I’ve seen in the past 5-10 years which says ‘probably not the best lager or beer in the world’. This is the start of a huge brand realignment program, and I think you’re going to really enjoy what Liam has to say.

PodcastMark McCulloch