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International makeover for iconic Carlsberg brand 26/05/2011

Carlsberg Group has launched a new brand proposition for its flagship Carlsberg brand, which is supported by a range of new marketing initiatives and innovations. This is being rolled out, at the same time, across over 140 markets and will be visible from packaging through to point-of-sale and other marketing communications.

New positioning

The new positioning of the Carlsberg brand 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 deeds, and carries the tagline "That calls for a Carlsberg".

New, modernised identity

Carlsberg brand's visual identity has been updated and modernised so as to build on its trusted heritage while looking to the future and increasing its appeal to today's young adult consumers. The visual identity supports Carlsberg's new brand positioning and has been executed through four design principles – bold, authentic, modern and approachable.

However, the core elements remain the same and are still as distinctive and recognisable as ever.

Khalil Younes, Senior Vice President of Global, Sales, Marketing and Innovation, comments: "Few beer brands have a logo that's strong and distinctive enough to live independently. 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 and will likely last the next 100 years."

New pack graphics and a new bottle

The new packaging, carrying the modernised visual identity, is now being rolled out across over 140 markets.

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.

The launch of the 'Profile' bottle will help deliver a far more iconic and consistent look & feel to Carlsberg's packaging around the globe.

New marketing communications

To support this relaunch, a new set of creative communications has been produced, ranging from television advertising, print and digital media through to point of sales materials.

"And this is taking place across 140 markets at the same time. It is a truly global initiative and a very exciting one," concludes Younes. "Once this roll out is complete, all packaging and associated marketing communications will not only reflect the brand's new positioning but will provide us with a uniform, distinctive and appealing look and feel across all our markets."

Carlsberg in Malta

Carlsberg is brewed and packaged in Malta by Simonds Farsons Cisk plc. Several promotions offering exclusive Carlsberg branded merchandise will be held in various bars across the island over the next few months to support the global relaunch.