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www.carlsberggroup.com
Carlsberg A/S 100 Ny Carlsberg Vej
1760 Copenhagen V
Denmark
Tel +45 3327 3300
[email protected]
CVR.nr. 61056416
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Press release
5 April 2011
International makeover for iconic Carlsbergbrand
Carlsberg Group has today 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 positioningThe 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".
As Khalil Younes, Senior Vice President of Global, Sales,
Marketing and Innovation, comments:
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 innovationsWith a rich heritage in scientific discovery,
Carlsberg is always looking to improve the quality of
its beer. As part of this, a new strain of barley, Null-LOX
barley, has been developed and is being
rolled out across Carlsberg's markets.
"Carlsberg is produced using only natural products and we are
continually trying to improve
them. Null-LOX barley, allows beer to stay fresher longer and
provides better foaming
characteristics. These benefits are further enhanced when
combined with Carlsberg's new fast-
acting strain of yeast (234). Your fresh Carlsberg just got
fresher," adds Younes.
New modernised identityCarlsberg 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.
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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 has been
used since 1904 and has been made more vibrant, while the
antique gold has been replaced by amore sophisticated alloy of gold
and silver.
In addition to these refinements, the brand's logo now carries
three elements together for the
first time - which will 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 where
and date when Carlsberg was first brewed.
However, the core elements remain the same and are still as
distinctive and recognisable as ever.
As Younes adds: "Few beer brands have a logo that's strong and
distinctive enough to live
independently. Most beer brands have torely on embellishment and
decoration, but theCarlsberg 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 Bindesbll in 1904 and has lasted more than 100 years
and will likely last the next 100
years."
New pack graphics and a new bottleThe 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 establishingthis 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 communicationsTo 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 will be
visible as from today. The Carlsberg brand has its own new,
proprietary modern musical scorewhich will also be used across all
applications and channels.
"And thisis taking place across 140 markets at the same time. It
isa truly global initiative and avery 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 &
feel across all our markets."
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Press release
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Contacts:
Media Relations (Northern Europe):
Jens Bekke, +45 3327 1412 / +45 2261 1412 /
[email protected]
Media Relations (International):
Ben Morton, +45 3327 1221 / +45 2278 1417 /
[email protected]
The Carlsberg Group is one of the leading brewery groups in the
world, with a large portfolio of beer and other beverage
brands. The flagship brand Carlsberg is one of the best-known
beer brands in the world and the Baltika, Carlsberg,
and Tuborg brands are among the six biggest brands in Europe..
More than 43,000 people work for the Carlsberg Group,
and its products are sold in more than 150 markets. In 2010, the
Carlsberg Group sold more than 135 million hectolitres of
beer, which is about 40 billion bottles of beer annually.
Find out more at www.carlsberggroup.com.
