Carlsberg to launch new global identity

Carlsberg, one of the world's most well-known premium beers, is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company

At the heart of this is a redefinition of its brand proposition – a proposition that “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".

New packaging
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 will help to make the Carlsberg brand more consistent, appealing and distinctive to its consumers in both its established and newer markets.

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

Jørgen Buhl Rasmussen, Carlsberg's CEO says: "While Carlsberg's famous green logo is known all over the world, its sales simply do not measure up to its brand recognition."

"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. "

As of today, this new positioning will be rolled out across a wide variety of multimedia and marketing channels, with a new television advertising campaign being launched throughout 2011 to reinforce this new brand positioning.

The Carlsberg Group
The company has 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.

1 April 2011 - Felicity Murray