Robert Pattinson & Carlsberg: ‘Unquestionably Good Taste’ Campaign

Robert Pattinson, already a style icon for a generation, is now lending his enigmatic aura to… beer? More specifically, 1664, the French lager, in a global campaign launching April 1st, 2026. But this isn’t just another celebrity endorsement; it’s a fascinating play on the increasingly fractured landscape of “good taste” itself, and a savvy move by Carlsberg to position 1664 as a brand that *understands* the zeitgeist, even if it doesn’t define it.

This is a smart pivot. In an era where brands are often crucified for attempting to dictate culture, 1664 is opting to *comment* on it. The campaign, titled “Unquestionably Good Taste,” doesn’t tell you what good taste is; it acknowledges that it’s subjective, messy, and often a source of debate. Pattinson, with his deliberately unconventional choices and refusal to be neatly categorized, is the perfect ambassador for this message. He stated, “Working with 1664 has been refreshing because there’s a strong sense of style and humour in the work. I was drawn to the idea of playing characters who are each completely convinced they’re right. Taste is such a personal thing – everyone thinks they’ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is.”

The choice of Brady Corbet as director is also telling. Corbet isn’t known for commercial work; he’s an art-house darling. Bringing him on board signals that 1664 isn’t aiming for broad, lowest-common-denominator appeal. They’re aiming for a specific demographic – those who appreciate nuance, irony, and a touch of intellectualism. This is a brand attempting to elevate itself beyond mere refreshment and into the realm of cultural conversation.

Carlsberg’s Global Vice-President for Premium Brands, Seva Nikolaev, frames the campaign as a celebration of self-expression, noting that 1664 has “always stood confidently apart.” The “proudly blue in a sea of green” line is particularly astute – it’s a subtle acknowledgement of the brand’s positioning as an alternative to mainstream lagers. Laurent Cayet, VP Creative & Experience at Carlsberg, emphasizes the ambition to “reimagine good taste as a living, ever-evolving world.”

The campaign will be rolled out across multiple platforms – TV, digital, social, and out-of-home – suggesting a significant investment. The accompanying research paper, ‘A Question of Good Taste,’ adds a layer of intellectual heft, positioning 1664 not just as a beer, but as a cultural observer. It’s a long game, and one that relies on generating conversation and associating the brand with a sense of sophisticated, slightly rebellious cool. Whether it translates to increased sales remains to be seen, but from a PR perspective, 1664 has launched a remarkably clever and culturally relevant campaign.

Pattinson is currently juggling a diverse slate of projects, and his continued association with brands that prioritize artistic vision will only further solidify his status as a tastemaker. Expect to see more brands attempting to emulate this strategy – aligning themselves with ambiguity and embracing the inherent contradictions of modern taste.