Carlsberg Launches New Global Campaign
Igniting Curiosity Through a Two-Month Surge of Engaging Activations

HONG KONG, July 3, 2024 - For the first time, Carlsberg is launching a global campaign, “Do the best things begin with curiosity? Probably”, across all 120 markets. The multi-faceted campaign aims to further ignite people’s curiosity and invite everyone to delve into the world of Carlsberg and uncover more possibilities. Although we are born innately curious, this can be tempered by the pressures of modern life as we grow into adulthood — a human observation that the brand has made and rode on. The launch of this new initiative reminded everyone to embrace curiosity like Carlsberg does, and freely explore the world around them.

Curiosity has been at the forefront of everything Carlsberg has done since J.C. Jacobsen opened the brewery doors in 1847. This curiosity-driven mindset continues to be central to the Carlsberg of today. The Carlsberg Research Laboratory, established in 1875, is dedicated to not only brewing better beer, but “brewing” a better world through the pursuit of scientific understanding. From inventing the pH-scale, winning a Nobel prize for developing click chemistry in 2022, to breeding climate-tolerant plant types for future generations, curiosity leads Carlsberg to innovate in beer technology constantly, which allows everyone to benefit from Carlsberg’s diverse and
high-quality products, and establishes the brand’s position as the pioneer of modern beer.

Assimilating the theme “Do the best things begin with curiosity? Probably” into Hong Kong, a series of activities will be launched in July and August. The hop leaf from the Carlsberg logo takes center stage in this new campaign, as it transforms into an even more distinctive brand icon that runs consistently across all touchpoints, driving recognition on top of the brand’s iconic green shade.

Led by Carlsberg ambassador Alfred Hui, the new campaign video will be the first to be launched, followed by a series of activations such as the appearance of the Carlsberg truck and activities at designated restaurants. Additionally, the “Quench Your Curiosity – Win A Trip to Denmark!” lucky draw and Alfred’s personal YouTube channel “鏗gry廚房”, will bring the audience on a journey to explore Carlsberg in both the online and offline world.

Carlsberg Ambassador, Alfred Hui, Captivates Audiences with an Exciting New TV Commercial

Carlsberg's main brand film, print, and 3D advertisements are rolling out across Hong Kong, debuting first in Tsim Sha Tsui and Mong Kok. Alfred Hui, Carlsberg’s esteemed brand ambassador for four years, captivates audiences with his portrayal of versatile personas on the screen as Alfred embarks on a journey to transition into a Shanghai tycoon, a "Dai pai dong" lover and a football enthusiast. Join us as Alfred leads everyone on this extraordinary adventure fueled by curiosity to unlock boundless possibilities. To celebrate the spirit of curiosity, Carlsberg will also host engaging content with exciting prizes on its social media platforms. Participants are in for a chance to win fabulous rewards by providing the most creative answers! Stay tuned to Carlsberg's Instagram and Facebook platforms for further details. Terms and conditions apply.

Alfred’s YouTube Channel Series “鏗gry廚房” Takes Viewers Abroad for the First Time, Unravels the Curiosity of the Danish Culture

Alfred's personal YouTube channel series, "鏗gry廚房", is due to venture beyond Hong Kong for the first time for a special episode. Alfred would travel with Carlsberg to the brand's origin, Copenhagen, Denmark, to explore the acclaimed "Home of Carlsberg", a must-visit attraction that recently received the prestigious Telly Award for Brand Content.

Alfred would also indulge in Danish delicacies while immersing himself in the Carlsberg's rich history and background. Viewers can follow Alfred's footsteps as he takes a carriage ride through the city, experiencing Danish traditions firsthand. Another highlight of the episode would be a trip to the renowned Ny Carlsberg Glyptotek, known as "the most beautifully curated Nordic art museum." Experience a captivating journey that embraces the Hygge philosophy and the relaxed pace of local life and participate in the "Quench Your Curiosity - Win A Trip to Denmark!" lucky draw for a chance to win round-trip tickets for two to Denmark and explore the limitless possibilities of Carlsberg.

Dear beer enthusiasts, stay curious and stay tuned for the latest updates from Carlsberg!

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About Carlsberg Brewery Hong Kong Limited

Carlsberg, established in 1847 by brewer J.C. Jacobsen, has become a leading brewery group in the world today with an extensive portfolio of beer and beverage brands across 150 markets and 40,000 staff. The beer portfolio of Carlsberg Brewery Hong Kong Ltd includes Carlsberg, 1664, Somersby and SKOL.    

With 175 years of long tradition in pioneering, curiosity and quenchless thirst for progress, Carlsberg will continue in remaining committed to brewing for a better today and tomorrow.