Carlsberg rolls out global positioning


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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here