Carlsberg’s 1664 “Unquestionably Good Taste” Campaign: A Deep Dive

Carlsberg’s premium French beer brand 1664 has launched an ambitious global campaign - “Unquestionably Good Taste” - centered on the idea that taste is subjective. The 60-second Paris-set film stars newly appointed global ambassador Robert Pattinson (known for Twilight and The Batman) playing three very different characters - a minimalist, an avant-garde artist and an eccentric dandy - each convinced they embody “good taste”. As their worlds collide, one shared truth emerges: “1664 is Unquestionably Good Taste”. The ad, directed by Oscar-nominated filmmaker Brady Corbet (of The Brutalist fame), uses sleek cinematography and humor to reinforce 1664’s premium positioning in a sea of more mainstream beers.

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Campaign Concept and Research Basis

The campaign’s central insight comes from proprietary consumer research. In Carlsberg’s white paper “A Question of Good Taste”, spanning Asia, Europe and North America, 83% of people say they personally have good taste - yet just 31% agree on what it actually means. This data underscored a “cultural tension” that the campaign dramatizes: people hold strong, personal views about taste, but rarely see eye-to-eye. 1664 frames this not as a problem but an asset: “Good Taste is one of culture’s most debated ideas - and a space where 1664 has always stood confidently apart,” notes Seva Nikolaev, Carlsberg’s VP of Premium Brands. By encouraging debate - the ads use the taglines #UnquestionablyGoodTaste and #AgreeToDisagree - 1664 turns an abstract idea into a lively, participatory brand platform.

The research also highlighted that taste is seen as a form of identity. For example, 87% of survey respondents said good taste reflects who they are as a person. Yet many people feel hesitant to voice opinions publicly (77% felt society would improve if people spoke honestly despite “cancel culture” fears). The campaign taps into this zeitgeist: rather than prescribing a single “right” answer, it champions personal conviction. As Carlsberg creative lead Laurent Cayet puts it, they aimed to “reimagine good taste as a living, ever-evolving world shaped by personal expression”. The brand explicitly avoids defining good taste, instead inviting viewers to step into their own perspective and “experience 1664 in a way that feels personal, immersive and uniquely their own”.

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Robert Pattinson as Brand Ambassador

Bringing the concept to life is Robert Pattinson, newly appointed global ambassador for 1664 since October 2025. Carlsberg chose Pattinson for his global recognizability and his “unique style and point of view”. Notably, press coverage highlights Pattinson’s dual identity - from Twilight heartthrob to art-house actor - which “makes him a natural ambassador for a platform built around the subjectivity and self-expression of Good Taste”. In his own words, Pattinson found working on the ads “refreshing because there’s a strong sense of style and humour”. He relished portraying characters who are “each completely convinced they’re right”, underscoring the campaign’s theme that “taste is such a personal thing - everyone thinks they’ve cracked it”.

Aligning Pattinson with 1664 is a strategic fit: the brand explicitly positions itself as “unconventional, effortlessly stylish and confident”, qualities that the star and director bring to the campaign. (Drinks Business notes that 1664 is evolving into a “modern lifestyle player”.) As 1664’s marketing chief said, combining Pattinson with Brady Corbet creates “a campaign that dramatises the debate of good taste”, taking the brand into “new cultural territory” and signaling that this is “more than a partnership - it’s a statement of intent”.

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Cinematic Direction and Creative Execution

The short film was helmed by Brady Corbet, the acclaimed indie filmmaker behind The Brutalist and Vox Lux. His visual style - often tense, stylish and thought-provoking - was chosen to give the ad cinematic gravitas. Carlsberg notes that Corbet “brings his distinctive visual style and character-driven storytelling to the film”. Indeed, the ad plays out like a mini-arthouse movie: elegantly shot with a Parisian palette (blue-and-white 1664 branding) and sharp editing. Each scene features Pattinson’s characters debating over art, interior design and music, with quick cuts building comedic tension. The brand’s tagline reveals itself only as all protagonists argue, forcing the audience to realize that each represents a facet of “good taste” - and that no single view is definitive. This clever narrative device turns the abstract theme into concrete storytelling, setting it apart from typical beer commercials that focus on product or occasion.

Behind the scenes, the campaign was developed by Fold7 (an agency), with supplementary work by Live & Breathe (in-store) and digital specialists We Are Social. The integrated rollout spans TV, online video, social channels and out-of-home posters. For example, social content includes interactive features like “1664 Chat” and a series of 16.64-second videos, encouraging fans to join the conversation about taste. By linking a polished film with digital conversation, 1664 ensures the theme lives beyond a single ad spot.

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Brand Positioning and Market Context

1664’s history provides context for this upscale approach. Formerly known as Kronenbourg 1664, the beer has been rebranded (e.g. “1664 Bière” in the UK as of 2024) and extended with premium variants like 1664 Blanc (a citrus wheat beer). Marketing has focused on French heritage (Parisian imagery, national colors) and a premium image. Carlsberg notes that “as the world’s most distinctive beer brand, proudly blue in a sea of green, we embrace the clash of opinions that define [good taste]”. In practical terms, the 1664 franchise has also driven sales growth: recent Carlsberg reports credit new 1664 variants for strong volume gains in certain regions (for example, a double-digit jump for Blanc in some markets). (Carlsberg’s CFO even noted it helped lift growth in Central & Eastern Europe and India.)

For marketing leaders, this illustrates the payoff of clarity in positioning. 1664 isn’t trying to be a crowd-pleaser beer; it’s owning a space as a boldly distinctive, culturally savvy brand. By leaning into “debatable” subject matter instead of playing it safe, the campaign differentiates 1664 from both mass-market lagers and from craft beers that usually emphasize authenticity or taste notes. Aligning with a film auteur like Corbet - rather than a conventionally upbeat director - signals seriousness and sophistication. Similarly, Pattinson’s star persona (bringing both celebrity and artistic credibility) helps 1664 stand out in the premium segment.

However, such a strategy has risks: it’s complex and esoteric, so the core message must remain clear (hence the film’s simple visual punchline that “1664 is good taste”). The campaign’s reliance on humor and contradiction helps keep it engaging. It also requires tight alignment between research insight and creative execution - Carlsberg’s integrated approach (from research to film to social) shows a high degree of coordination.

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Key Takeaways for Brand Owners and Marketing Leaders

• Leverage unique brand insights. 1664’s marketing team didn’t start with a creative gimmick; they anchored the idea in data showing a genuine consumer tension. This lends authenticity and depth to the message.
• Align talent with brand DNA. Pattinson and Corbet were chosen for their “distinctive style” and art-forward image. The right collaborator can reinforce your brand identity (here, creative and unconventional).
• Tell a memorable story. The three-character conceit turns an abstract concept (“taste”) into a narrative hook. As Pattinson noted, audiences enjoy seeing each character “completely convinced they’re right… unravel and explore how subjective Good Taste really is”. Storytelling drives engagement.
• Use multi-channel amplification. A cinematic film premiere (April 1, 2026) was just the start. Carlsberg pairs TV with digital, social and out-of-home - even gamified content - to extend reach. Consistent theme and visuals across channels reinforce recall.
• Differentiate in a crowded market. In the beer category, most ads focus on lifestyle or humor. This campaign turned a debated idea (taste) into the spotlight. For other brands, choosing a strong single-minded message - even if abstract - can cut through competition.
• Measure and iterate. While creative flair is vital, brand teams should also track impact (awareness lift, social engagement, sales) to validate ROI. Carlsberg has highlighted how its Blanc variant drove sales growth. Ongoing measurement can show whether a high-concept campaign is moving the needle.

Carlsberg’s 1664 campaign is a study in premium branding and “people-first” storytelling. It combines data-driven insight, high-profile talent and a cohesive media plan to redefine what a beer brand can be. For C-suite leaders, it underscores the value of authentic brand purpose (in this case, celebrating individual taste) and the payoff of creative risk-taking when it’s rooted in real consumer understanding.