Carlsberg has unveiled a major revamp of its marketing strategy in a move that will see the lager brand's signature 'Probably' claim take a back seat outside the UK.

Global advertising will now carry the strapline ‘That calls for a Carlsberg’, positioning the beer as a "reward" for drinkers who “step up and do the right thing”.

Advertising for the Danish beer has looked to position Carlsberg as ‘Probably the best lager in the world’ since the 1970s.

Countless adverts have offered variations on the ‘Probably the best…’ theme. During the 2010 World Cup, Carlsberg assembled a host of British sporting legends to deliver 'Probably the best team talk in the world'.

A spokesman for the brand told The Grocer the 'Probably' claim would continue to feature on Carlsberg cans and advertising in the UK.

In a statement, Carlsberg admitted that sales of its flagship brand “don’t always measure up” to the level of recognition generated by its green logo and enduring slogan. The company is bidding to double the profitability of its flagship brand by 2015.

“People are familiar with Carlsberg but do not necessarily know what it represents,” said Carlsberg chief executive Jørgen Buhl Rasmussen.

“This global launch is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something: for heritage, for quality, for great taste and for doing the right thing.”

He added: “Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”

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