Carlsberg campaign reinforces product value

Malaysia – On a mission to build awareness and of the brand's heritage in the country, Carlsberg recently launched a new print campaign for its Green Label which will run through to year's end.

The campaign titled ‘Carlsberg Story’ seeks to reintroduce Malaysian consumers to the beer brand’s heritage through an emotionally engaging concept that explores its history, premium quality and Danish roots.

“The campaign brings alive the emotional and functional benefits of Carlsberg,” Ole Nielsen, general manager marketing, Carlsberg Brewery Malaysia said.

The campaign which is tagged “Nice One” is seen in all major dailies – English, Chinese and Tamil – and will last until December.

Nielsen adds the beer was put on centre-stage and “all print executions show very clean and sophisticated shots of the beer and highlight a different attribute from quality to history.”

“For a market leader it is important that we continue to refresh our identity to look contemporary and modern,” he explained.

The campaign is being held to reinforce the product value and is pursuant to Carlsberg’s previous effort when it launched its new profile pint bottle in April during the UEFA Euro 2008 campaign.

Euro RSCG will see the campaign through since it was appointed Carlsberg’s creative choice in November.

Carlsberg was named ‘Most Trusted Beer Brand’ in July in the Readers’ Digest Most Trusted Brands 2008, defending the award it held the past eight years.