Another great route to a funny idea is false modesty.
It takes about 11 seconds of playing around with the different “handles” (associated ideas) of Carlsberg, Snap Packs, and the environment to realise that there’s almost certainly an opportunity for some satisfying wordplay that pairs “Carlsberg” with “Iceberg”.
When you pick apart comedy, it’s not really that complex – combine two seemingly separate ideas to reveal a “hidden truth” (and by truth we mean logically believable, not necessarily the gospel truth) – and you have yourself a joke.
Play around with Carlsberg and Iceberg long enough, and you’ll notice the hidden truth that if global warming was taken to its extreme, and we lost the Ice Caps, at least Carlsberg would “finally” be the coldest “‘berg” in the world.
All you need now to make this work is an angle that isn’t just amusing, but also emphasises just how great Carlsberg are for developing their snap packs.
We did that by making it clear that they’ve chosen the environment over their own (made up) potential for personal gain.
A great example of false modesty being used to boost a brand.
(And if you’re wondering who the third coolest berg is – ask any football fan, they’ll be able to clue you in).