01
Rebuilding a global icon
THE PROBLEM
The Carlsberg brand faced many strategic challenges globally: lacking relevance due to increased pressure from craft beers; delisting from retailers; a visually in-cohesive portfolio of brews; disparity in brand reputation market-to-market; poor brand recognition; and a vast and confusing range of glassware and bottles to name but a few.
THE SOLUTION
Fundamentally, the brand needed: a reappraisal strategy; a distinctive and consistent tone of voice; a coherent future-proof visual identity system; and a compelling reason to be – starting with substantiating why Carlsberg is ‘Probably the best beer in the world’ with the launch of sustainable packaging and purpose led brand communication.
THE RESULT
The relaunch started in 2019 and by H1 2022 brand equity and top-line revenue was enhanced, delivering +26% value and +20% volume sales increase.
Credits: Design Taxi Studio, Creative Grey Europe, In Store VMLY&R Commerce.