New global positioning for Carlsberg
Carlsberg has launched a new brand proposition for its flagship Carlsberg brand supported by a range of new marketing initiatives and innovations. With Ireland a part of the simultaneous roll-out across over 140 markets, the change is now visible on Carlsberg packaging through POS and other marketing communications.
11 April 2011
The brand’s visual ID has been modernised to make the brand more consistent, appealing and distinctive to its consumers in both its established and newer markets. The distribution channels have also been widened, stated the company.
The new positioning aims to celebrate Carlsberg’s heritage and values while connecting with today’s adventurous generation of beer drinkers. The proposition encourages consumers ‘to step up and do the right thing’, rewarding themselves with a Carlsberg for their deeds and carries the tagline ‘That calls for a Carlsberg’. In Ireland the brand launched with a new 30-second global TV ad ‘Spaceman’ as well as the roll-out of new packaging and a print, PR and digital campaign.
Khalil Younes, Senior Vice President of Global, Sales, Marketing and Innovation at the Carlsberg Group, stated, “The brand has even more potential that can be cultivated. It is time we take Carlsberg to the next level."
Carlsberg’s visual identity has therefore been updated and modernised to build on its trusted heritage while looking to the future and increasing its appeal to today’s consumers.
After the success of the Carlsberg ‘Profile’ bottle in various markets, Carlsberg is now establishing this embossed bottle with a new neck-shape label, as the key bottle design across all bottle sizes to help deliver a far more iconic and consistent look and feel to Carlsberg’s packaging around the globe.
Karen Murphy, Senior Brand Manager for Carlsberg at Diageo Ireland, added, “Irish consumers will see the new embossed Carlsberg bottles in pubs and off-licences all over the country. The new positioning will reinforce Carlsberg’s credentials as a superior lager in the Irish market”.
The Danish Royal crown has been made more simple and distinctive and allows Carlsberg to continue to tell the story of its authenticity and premium quality. The dominant green, used since 1904, has been made more vibrant, while the antique gold has been replaced by a more sophisticated gold/silver alloy.
The brand’s logo now carries three elements – together for the first time – to help reiterate the brand’s position as an authentic, high quality, natural product – the Brewer’s Star, the Hop Leaf and the inclusion of ‘Copenhagen 1847’, the city and date when Carlsberg was first brewed.
"Few beer brands have a logo that’s strong and distinctive enough to live independently,” pointed out Khalil Younes, “Most beer brands have to rely on embellishment and decoration but the Carlsberg logo can boldly stand on its own and it still looks as fresh and modern as if it were designed yesterday. The Art Nouveau-style Carlsberg logo was designed by top Danish designer Thorvald Bindesbøll in 1904 and has lasted more than 100 years".