Carlsberg rejuvenates globally

CARLSBERG   BRANDING   CAMPAIGNS

Global - Danish beer brand Carlsberg has unveiled a new global initiative which taps into its history and legacy, unveiling a new global tagline "That Calls for a Carlsberg".

The rejuvenation, which took two years of planning, starts with phase one of the transformation, where the beverage will share a core visual identity worldwide through the same packaging and bottle.

The Quart and Profile bottles will see the Carlsberg brand embossed on the bottle with a new neck-shaped label.

The logo has also undergone a minor facelift with the Carlsberg Crown made more simple and distinctive with more vibrant shades of green and gold. The move is to create a contemporary outlook that appeals to a wider and more modern audience.

Phase two has the beverage enhancing consumer relations through a variety of activities including engaging internationally renowned female DJs at its consumer launch.

A contest will be held for consumers at supermarkets and hypermarkets where participants will stand a chance to win a personal or home makeover worth a total of RM250,000.

Trade outlets across the country will also be receiving new Carlsberg displays and trade loaders.

"This is the most ambitious re-launch of the Carlsberg Group history and we have a strong belief that the brand has the potential to grow to a lot more than what it is today," said Soren Ravn (pictured), managing director of Carlsberg Malaysia.

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