Carlsberg has quietly launched a tongue-in-cheek marketing campaign on Twitter, sparking speculation the brewer may be gearing up to launch a new product.
The Danish firm has begun promoting tweets in which disgruntled customers complain about the quality of Carlsberg’s beer.
Comments comparing the company’s flagship lager to “breadsticks” and “naan bread” have begun cropping up on Twitter, accompanied by a message indicating the tweet was “promoted by Carlsberg UK”.
One less courteous commentator compared his Carlsberg experience to “drinking the bath water that your nan died in”.
“The promoted tweets are a form of postmodern offence archaeology,” said marketing expert Scott Guthrie. “They are looking out for offence and then embracing it, rather than calling it out and shaming.”
The marketing strategy, which is probably the best in the world, bears a striking resemblance to a campaign carried out last year by KFC.
In a bid to create a buzz for the launch of its new fries, the fast food chain created a self-deprecating campaign promoting customer tweets that criticised the quality of its existing chips.
The similarity between the campaigns has sparked speculation Carlsberg may be on the brink of a new product launch.
“I’d be on the lookout shortly for a new recipe announcement,” Guthrie said. “I suspect Easter is a big holiday for beer drinkers – followed shortly by two bank holidays in May.”
A spokesperson for Carlsberg declined to comment on the tweets, saying they were “sworn to secrecy”. But they said an announcement is expected next week.