At the heart of this is a redefinition of its brand proposition, which encourages consumers ‘to step up and do the right thing’, rewarding themselves with a Carlsberg for their efforts and it carries the tagline ‘That calls for a Carlsberg’.
Carlsberg’s visual identity has been modernised, distribution channels are being widened and a completely new range of packaging is being rolled out across more than 140 markets. Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits
“At Carlsberg, we’re continually looking to improve our beer and the future for our consumers, customers, communities and our people,” said Jørgen Buhl Rasmussen, Carlsberg’s CEO. “Carlsberg is the name above the door. We’re proud of our Carlsberg brand; for the pleasure it gives to many and for what it has, and continues to give back to society. People are familiar with Carlsberg but don’t necessarily know what it represents. This global launch is our way of getting our story out there to our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something – for heritage, for quality, for great taste and for doing the right thing.”
This new positioning will be rolled out across a wide variety of multimedia and marketing channels, with a new TV advertising campaign being launched throughout 2011.
Source: Carlsberg
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