It is a bold marketing plan to say that your product is bad…..
…even if it is, you have to explain why you let your product go to crap and then re-gain the trust of people who have your beer in the ‘fridge already. That is a tough ad line to follow and probably really affects people delivering the beer who have to drop off “not” good beer to customers who are a bit upset.
Add in an environmental push and this becomes a whole re-booted Carlsberg.
Interesting marketing campaign. This approach definitely raises a lot of questions. Hopefully they have answers, or don’t lose more consumer confidence as a result.
Certainly a lot harder to pull off successfully.