FDBusiness.com

Carlsberg is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company. While Carlsberg’s famous green logo is known all over the world, its sales simply do not measure up to its brand recognition.

At the heart of the repositioning is a redefinition of the brand proposition – a proposition which celebrates Carlsberg’s heritage and values, while connecting with today’s active, adventurous generation of beer drinkers. The proposition encourages consumers ‘to step up and do the right thing’, rewarding themselves with a Carlsberg for their efforts and it carries the tagline ‘That calls for a Carlsberg’.

Carlsberg’s visual identity has been modernised, distribution channels are being widened and a completely new range of packaging is being rolled out across more than 140 markets. The changes to both the brand proposition and the visual identity are designed to help to make the Carlsberg brand more consistent, appealing and distinctive to its consumers in both its established and newer markets.

Jorgen Buhl Rasmussen, chief executive of Carlsberg.

Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits.

With over 100 scientists employed in its research laboratories, Carlsberg continues to seek improvements to the quality of its products, both in terms of production and taste. One of its recent achievements is the development of a new type of barley – Null-LOX barley – which has the benefits of being high yielding, provides a better foam for the beer and keeps the beer fresher for longer. These benefits are further enhanced when combined with Carlsberg’s new fast-acting strain of yeast (234).

“People are familiar with Carlsberg but do not necessarily know what it represents. This global launch is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something – for heritage, for quality, for great taste and for doing the right thing,” comments Jorgen Buhl Rasmussen, chief executive of Carlsberg. “Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”

The new initiative is being rolled out across a wide variety of multimedia and marketing channels, with a new television advertising campaign being launched throughout 2011 to reinforce the new brand positioning.