Carlsberg to revamp branding
Danish brewing company Carlsberg is to revamp the branding of its Carlsberg lager in an attempt to double the profits of its flagship brand by 2015.
The revamp, which is to include a new range of packaging and a new slogan, is part of the company’s ambition to be the fastest growing global beer company by giving customers an understanding of what it stands for, rather than just a recognisable label.
The advertising campaign supporting the launch has been led by Fold7.
Carlsberg CEO Jørgen Buhl Rasmussen admitted that “people are familiar with Carlsberg but do not necessarily know what it represents,” adding that although international recognition is good, “it is not enough”.
The lager’s art nouveau-based labelling has been virtually untouched since 1904, but Rasmussen envisages new branding going beyond simple recognition and instead educating people that Carlsberg beer stands for something: “for heritage, for quality, for great taste and for doing the right thing”.
In repositioning the brand the new slogan “That calls for a Carlsberg” will be rolled out across multimedia and marketing channels from today, with a TV ad campaign set to roll out globally later in the year.
New packaging will also be rolled out across more than 140 markets as part of the upgrade.