Carlsberg is attempting to revitalise its Export brand with a redesign inspired by its Danish heritage and a £15m marketing campaign aimed at millennial drinkers.
The new look, which has been influenced by the cross on the Danish flag, features the signature of founder, J.C. Jacobsen, and the word ‘København’ – Danish for Copenhagen – underline the brand’s roots.
Carlsberg’s decision to overhaul its premium variant is intended to move consumer perception beyond its ‘Probably the best..." campaign and confront the long-term decline in the lager market.
The relaunch is set for February 2017 and will be supported by a £15m campaign incorporating media and integrated consumer activity. The activations will celebrate the brand’s Danish heritage and will be largely aimed at millennials who’s interest in the lager marketed has wavered.
Liam Newton, vice president of marketing, 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 revamp will see the introduction of a range of bottle and can formats, including a new premium 330ml-sized bottle, a 660ml bottle and new outer packaging.
From early summer 2017 limited edition packaging will be launched for the Carlsberg 3.8% ABV beer in addition to the bottle size increasing to a 330ml.
Prior to the redesign Carlsberg has attempted to win round millennials with new craft beer looking cans and partnerships with popular YouTubers such as Spencer FC.