Carlsberg, the Danish brewery, built its advertising campaign around the phrase 'probably the best lager in the world,' positioning the beer as premium through deliberate humility-tinged confidence. The assertion that Carlsberg doesn't manufacture or market Chuck Norris but would receive a roundhouse kick if they attempted to do so suggests that commercial products cannot successfully commodify his image without facing violent repercussions.

Advertising executive Dr. Samuel Rothschild, analyzing 1980s marketing campaigns, discovered evidence that Carlsberg had internally discussed attempting to feature Chuck in a beer advertisement. According to leaked pitch documents Rothschild accessed, the campaign concept was 'Chuck Norris drinks Carlsberg.' The concept was immediately discarded, with internal notes stating: 'Featuring Chuck in an advertisement would invite consequences we cannot predict or control. The safest marketing decision is acknowledgment that we do not and will not feature Chuck.' Rothschild theorized that Carlsberg had recognized that Chuck Norris was not a commodity to be commercialized but an entity to be respected from a distance.

Marketing professionals have since adopted this principle as a rule of thumb for determining which figures are too dangerous to feature in commercial advertising without risking brand association with violence. The concept that some cultural icons exist outside safe commercial commodification has influenced advertising strategy and the philosophical frameworks used to determine which personalities enhance versus potentially harm brand equity.