Probably the best research

DID you know that Carlsberg Malaysia brews more than 200,000 litres of beer on any one day?
This is equivalent to at least 750,000 bottles of beer a day, which are then transported to big cities or small towns by 16 40-footer trucks.
Not content with just ensuring that this precious cargo reached the consumers in the fastest time possible to maintain its freshness, Carlsberg has come up with an interesting – and probably – a first-of-its-kind idea to help track the journey of its beer from the brewery to a customer's glass.
Instead of appointing a research agency to do the tracking, Carlsberg plans to 'recruit' 16,000 volunteers to do this, through its Probably the Best Research in the World campaign.
Carlsberg Malaysia marketing director Juliet Yap explains: "One word to sum up this campaign? Semper Ardens!"
That's Latin for 'always burning', a phrase that was a motto of Carl Jacobsen, son of Carlsberg founder J.C. Jacobsen. It's a reflection of the brewery's dedication to continuously improve.
"Carlsberg has to live up to its brand promise where we strive to deliver the best to our consumers," Yap adds.
"Speed to the market has always been the backbone behind our sales force for generations as we do our best to ensure the beer reaches you quickest possible.
"Don't just take our word for it … After all, it's all about consumer feedback and transparency. We have you, our 'researchers' to keep our wits in check."
To be a Carlsberg 'research volunteer', all the consumers need to do is enjoy a bottle of Carlsberg or Carlsberg Smooth Draught and keep their eyes peeled for a marked bottle cap that has a specific printed production code.
This code on the bottle cap contains information on the beer's production details and indicates from which batch the bottle of beer comes from.
Those who find this specific bottle cap just need to submit it back to Carlsberg and complete a survey form, automatically qualifying them as Carlsberg 'research volunteer'.
From the cap code, the brewer will be able to compute the time it took for the beer to reach the customers.
For 'volunteering' to do this research, Carlsberg will reward these 'researchers' with a carton (24 cans x 320ml) of Carlsberg or Carlsberg Smooth Draught.
Now, can you see why this campaign is called 'Probably the Best Research in the World'?
All volunteer researchers have to be a non-Muslim and aged 18 and above. This research is ongoing from now till Oct 31, 2016.
The research will be conducted specifically for Carlsberg (big and small bottles); and Carlsberg Smooth Draught (big bottles).
For more, go to www.probablythebest.com.my.