Carlsberg Group is to introduce a new positioning and packaging for its master Carlsberg brand as part of a global overhaul of the lager aimed at boosting the drink’s appeal to younger drinkers.
The brand will be positioned in more than 140 markets as a reward for people who “step up and do the right thing”.
Positioning currently differs across the world. In England, recent activity has pushed its sponsorship of the England national football team.
A new tagline, “That calls for a Carlsberg” has been introduced but a spokesman for the brand insisted that the “Probably the best lager…” strapline will continue to be used and remains “part of the brand’s DNA”.
Packaging will carry a new logo with a more “vibrant” green, while an alloy of gold and silver has replaced the “antique” gold. A “Brewer’s Star”, hop leaf and the words “Copenhagen 1847” – the city and date the drink was first brewed – will also feature on the new visual identity.
Carlsberg says the inclusion of all three elements reiterates the brand’s quality, natural and authentic credentials.
Khalil Younes, senior vice president of global, sales, marketing and innovation, says: “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.”
New creative for TV, print and digital media will roll-out across all markets. The same “proprietary modern musical score” will be used for all ads.
The advertising campaign was created by integrated agency Fold7.