Carlsberg is to launch a new global brand campaign, centred around curiosity.

The activation, Do the best things begin with curiosity? Probably, will roll out in the UK next month.

The launch marks the first time Carlsberg will run a global campaign across all 120 markets, with launches in the UK, Asia, South America and Europe throughout 2024 and into 2025.

The campaign leads with an ad across social, digital, TV and film. Activity also includes in-store promotions.

Lynsey Woods, global brand director at Carlsberg, said:“This campaign is rooted in the insight that we can push the boundaries of progress with curiosity, something that is intrinsic to our core values at Carlsberg. Our founder JC Jacobsen’s mantra was ‘Semper Ardens’, Latin for ‘always burning’.  Today, over 177 years later, we are still using our curiosity to push the boundaries of brewing beer through science, whether that’s finding new ways to reduce the energy and water needed in the brewing process, or developing crops which can tolerate a more extreme climate. 

“We want to showcase, with a little fun, wit and entertainment, that we can all reinvigorate our curious side, and we hope the campaign does just that for beer drinkers across the world.”