The strategy behind Pripps Brazil commercial

This morning we heard the swedish communication magazine 'Dagens Media' claiming to be the first to report on the new Pripps Blå ads made by Åkestam Holst. Pripps Blå is one of those brands that Swedes somehow love (which I believe is mainly due to nostalgia connected to its Swedish heritage) but few people buy. In Y&R BAV terms it's got massive brand stature (esteem and knowledge) but I believe it lacks brand strength (differentiation and relevance). And the move from Carlsberg Sweden is this new communication platform. What are they trying to do you think? Well, I belive they must have done some homework before this move. They must have realised that their current platform of nostalgic Swedishness has nothing to offer their intended target group. See one of the old style ads here:

So, I guess Carlsberg Sweden must have got to the point where they feel convinced that youthful feelgood 'Brazil' emo feel ads are going to do the job better. I'm not going to judge this one - I simply look forward to follow the developments. Are the new ads going to deliver against the strategy? Are they going to alienate the current buyers? Are they going to attract the intended 'new' target group? And, on the journey I wish Pripps Blå good luck on their path to brand revitalisation - I hope you've done your homework!