Carlsberg axes best-known ‘probably’ advertising slogan
April 6th, 2011 - 5:58 pm ICT by ANILondon, Apr 6 (ANI): Lager giant Carlsberg has done away with what has been deemed as the world’s best-known advertising slogan.
Its famous tagline ‘Probably the best lager in the world’ will be replaced by ‘That calls for a Carlsberg’.
Carlsberg has dumped the old slogan because it reckons new customers in Russia, Asia and the Far East do not understand it.
“Customers in these markets don’t really get the subtlety. If you say we’re probably the best, they then ask, ‘So you’re not, then?’” the Sun quoted a source as saying.
The Probably slogan was launched on TV adverts 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. (ANI)
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Tags: axes, cans, carlsberg, famous tagline, hollywood, hollywood legend, london, orson welles, russia asia, slogan, subtlety, sun, tv adverts, voiceover