Carlsberg will set about revitalising its flagship brand with a ‘bold’ relaunch of Carlsberg Export from January, and a £15 million marketing spend designed to connect with millennial drinkers.
The look and feel of Carlsberg Export in the UK will be transformed with a stylish new design that reflects the brand’s Danish heritage and reinforces its premium credentials. All consumer touch points have been refreshed – including a new bar font and glassware through to a new premium 330ml bottle. The new design has been influenced by the iconic cross on the Danish flag, while the signature of founder JC Jacobsen and the word ‘København’ – Danish for Copenhagen – underline the brand’s roots.
The premiumisation of the Carlsberg brand will continue into the early part of summer next year, when limited-edition packaging will be launched for the Carlsberg 3.8% ABV beer and the bottle increased to a 330ml size.
The ‘bold’ new approach has been developed following a year-long project comprising exhaustive consumer research, category analysis and trend monitoring. Its aim is to confront the long-term decline seen in the lager category, Carlsberg said, by engaging with the consumer group identified as the most influential and responsible for driving key trends – millennials.
Liam Newton, vice-president of marketing for Carlsberg UK, said: “The fundamental reason for the decline in the beer category is the fact the biggest segments – standard and premium lager – are losing relevance with millennial consumers. In our eyes, the dramatic change in the UK beer market requires bold action, and an even bolder approach, and this lies at the heart of our revitalisation of Carlsberg.
“Standard and premium lagers recruit new drinkers, and if consumers don’t enter through these segments, it is unlikely they will move into world and craft. This means brands like Carlsberg and premium beers like Carlsberg Export remain vital to the long-term health of the entire beer category.”
The relaunch of the Carlsberg brand will be supported by a £15 million campaign incorporating media and integrated consumer activity. The campaign will celebrate the brand’s Danish heritage and taps into consumer demand for authenticity and the trend towards premiumisation in the beer category.
“By reminding people of where Carlsberg comes from, and adopting some of the positive attributes from the people of Denmark, we believe we will have a powerful platform from which to connect with millennials in a meaningful way,” Newton added.
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