Carlsberg is hoping to take the first step towards revitalising its flagship brand, with what it describes as a bold relaunch of Carlsberg Export from February 2017 and a £15m marketing spend designed to connect with millennial drinkers. Activity around the core Carlsberg brand will follow later in 2017.
The look and feel of Carlsberg Export will be “transformed”, says the brewer, with a “stylish new design that reflects the brand’s Danish heritage and reinforces its premium credentials”.
The new design has been influenced by the iconic cross from the Danish flag, while the signature of founder, JC Jacobsen, and the word ‘København’ – Danish for Copenhagen – underline the brand’s roots.
All consumer touch points have been refreshed and a range of bottle and can formats will be available – including a new premium 330ml-sized bottle, a 660ml bottle and new outer packaging – all designed for the full breadth of the off-trade.
The premiumisation of the Carlsberg brand will continue into early summer 2017, when limited edition packaging will be launched for the Carlsberg 3.8% ABV beer and the bottle increased to a 330ml size.
The new approach has been developed following a year-long project comprising exhaustive consumer research, category analysis and trends monitoring. Its aim is to confront the long-term decline seen in the lager category by engaging with the consumer group identified as the most influential and responsible for driving key trends; millennials (18 to 35 year olds).
Liam Newton, vice president of marketing, Carlsberg UK said: “The fundamental reason for the decline in the beer category is the fact the biggest segments – standard and premium lager – are losing relevance with millennial consumers.
“In our eyes, the dramatic change in the UK beer market requires bold action, and an even bolder approach, and this lies at the heart of our revitalisation of Carlsberg.
“Standard and premium lagers recruit new drinkers, and if consumers don’t enter through these segments, it is unlikely they will move into world and craft. This means brands like Carlsberg and premium beers like Carlsberg Export remain vital to the long-term health of the entire beer category.
The relaunch of the Carlsberg brand will be supported by a £15m campaign incorporating media and integrated consumer activity. The campaign will celebrate the brand’s Danish heritage and taps into consumer demand for authenticity and the trend towards premiumisation in the beer category.
“By reminding people of where Carlsberg comes from and adopting some of the positive attributes from the people of Denmark, we believe we will have a powerful platform from which to connect with millennials in a meaningful way,” says Newton.
Further details around the consumer activation will follow in the coming weeks. We’ll have more on this story in the next issue of Wholesale News.