Robert Pattinson stars in Carlsberg's bold 1664 Blanc taste debate campaign
Carlsberg has launched a global campaign for its 1664 Blanc beer, featuring actor Robert Pattinson in three distinct roles. The campaign, titled Unquestionably Good Taste, explores how perceptions of taste vary while encouraging open discussion. It spans multiple platforms, from digital ads to out-of-home displays in key cities like Hamburg. The campaign's creative concept was developed by London agency Fold7. It centres on Pattinson portraying three characters, each convinced their taste is superior. The message highlights that opinions on taste differ—but conversation around them remains valuable.
Media strategy was managed by iProspect, a Dentsu subsidiary. The rollout includes Addressable TV (ATV), targeting smart TVs during linear programming for precise ad delivery. Digital placements cover YouTube and Netflix, booked nationwide in April, with a strong focus on Instagram for social media engagement. Out-of-home advertising in Hamburg features prominent locations such as the central train station, the Reeperbahn, and the Eimsbüttel and Ottensen districts. The campaign supports 1664 Blanc's global presence, now available in over 50 countries, with Central and Eastern Europe as a key growth region since 2016.
The Unquestionably Good Taste campaign runs across TV, digital, social, and outdoor channels. It reinforces 1664 Blanc's brand identity while celebrating diverse perspectives on taste. Carlsberg continues to expand the beer's reach, with distribution in more than 150 markets worldwide.
