Matt Williams is disappointed that the "adventurous overhaul" of Carlsberg's marketing strategy has resulted in what simply looks like just another lifeless beer ad: "Carlsberg has set the advertising bar high in recent years so it's disappointing to see that Fold7's ad is a dull and predictable affair. The line 'that calls for a Carlsberg' is nowhere near as strong as the 'Probably ...' positioning, and the spaceman idea has already been done much better by rival Carling."
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