Carlsberg unveils new global brand strategy

The Danish lager is revamping its packaging, amending its visual identity, and launching a new advertising campaign to promote the changes across 140 markets.

Ads will attempt to connect with an "active, adventurous generation" of beer drinkers, who are encouraged to "step up and do the right thing", before rewarding themselves with a Carlsberg. Ads will carry the new strapline: "That calls for a Carlsberg".

It is understood that Carlsberg’s long-term tagline: "Probably the best beer in the world", will continue to appear on-pack, and will feature in some future UK advertising. However, it was felt that the positioning did not work as well in growing markets such as Russia and Asia.

Radio, print and online activity will launch in the UK this month, with UK-specific TV ads to roll out later this year. The new strategy was devised by creative agency Fold7.

Speaking at a launch event at the Carlsberg Museum in Copenhagen, Jorgen Bulh Rassmussen said the brewer aimed to double the profits of the Carlsberg brand by 2015 "at the minimum".

Rassmussen added: "With one global positioning and strapline, it will be the most comprehensive launch we have ever done. We want the brand to have iconic status."

Carlsberg’s logo has also been tweaked, with the Danish Royal crown being made simpler and its traditional green and gold colouring made "more vibrant".

The logo will feature the brewer’s star motif, the hop leaf and "Copenhagen 1847", to position Carlsberg as an "authentic, high-quality, natural product". However, the Art Nouveau-style Carlsberg lettering, designed in 1904, will remain.

Khalil Younes, senior vice-president of global sales, marketing and innovation at Carlsberg, said: "Carlsberg is a fantastic brand, but the brand has even more potential that can be cultivated. Now, we also want to add essence to our brand. It is time we take Carlsberg to the next level."