Saatchi & Saatchi gets tipsy; wins Carlsberg beer account

Previously, the creative mandate for the account was with Percept/H.

Saatchi & Saatchi seems to be 'high' on victory. After bagging Skoda India's creative account worth over Rs 60 crore earlier this year, the agency has now won the creative mandate for Carlsberg, the Denmark-based global beer maker.

Saatchi & Saatchi gets tipsy; wins Carlsberg beer account

Industry sources close to the development have confirmed the news to afaqs!.

Previously, the mandate was with Percept/H, prior to which, the duties were jointly handled by an agency called Bounds and Carlsberg's in-house team. Lowe has also worked on this account in the past.

Recall that in April this year, the brand underwent extensive repositioning -- the tagline was changed from 'Probably the best beer in the world' to 'That calls for a Carlsberg'. Additionally, the brand's existing TG (target group) of mature beer drinkers, was expanded to include the younger generation, as well. This change was accompanied by a re-branding exercise, comprising a logo revamp and changes in the packaging of the beer.

For the record, Carlsberg entered India in 2006 by forming a company called South Asia Breweries, a joint venture between the Carlsberg Group and associated companies. The name was then changed to Carlsberg India in 2009 in a bid to position the company as being part of the Carlsberg Breweries.

Carlsberg's brand portfolio currently includes Carlsberg (super premium mild beer), Palone (premium strong beer), Tuborg (premium mild), and Tuborg Strong.

Have news to share? Write to us atnewsteam@afaqs.com