The Carlsberg Group is a Danish brewing company founded in 1847 by J. C. Jacobsen. It is the fourth largest brewery group in the world, selling more than 500 beers, and employing around 45,000 people.
When The Carlsberg Group asked us to promote Carlsberg, its flagship brand, we, as I Mean It Creative, knew we had to focus on what makes the brand really different: Its heritage. Our insight came from the great Isaac Newton, who once said, “If I have seen farther it is by standing on the shoulders of giants.” He was paying tribute to geniuses like Aristotle and Plato, who paved the way before him. For beer lovers, the story is not any different: If we are enjoying a plethora of options today, we owe it to a giant: J.C. Jacobsen.