Carlsberg adopts new positioning; revamps logo and packaging

As part of the new positioning, Carlsberg has changed its tagline to 'That calls for a Carlsberg'; the packaging and logo have undergone changes, too.

In a bid to celebrate its heritage and values and at the same time, connect with the active and adventurous generation of beer drinkers, the Carlsberg Group, the Danish brewing company with its headquarters in Copenhagen, Denmark, has come up with a new brand positioning.

As part of the new positioning, Carlsberg has changed its tagline from 'Probably the best beer in the world' to 'That calls for a Carlsberg'.

Talking to afaqs! about the new positioning, Devapriya Khanna, director, marketing, Carlsberg India, says, "The new global brand positioning encourages consumers to step up and do the right thing - reward themselves for their efforts."

The new positioning has a revised and more specific target audience. Earlier, Carlsberg had a broad and relatively mature target audience. It will continue to target this group, and also expand its focus to include the younger generation of beer drinkers - the audience in the 28+ age bracket.

Khanna adds, "We feel that they display strength of character, consistency and conviction in dealing with life's challenges. Our target audience is the social drinker who savours like-minded company and believes in getting the most out of life - somebody with an explorer's mindset, and someone who is willing to move out of his or her comfort zone to try something new."

As part of the new global re-branding, Carlsberg has also revamped its visual identity by changing its packaging across 140 markets. The new visual identity has been implemented using four design principles - bold, authentic, modern and approachable - keeping in mind the new positioning.

In the new packaging, the Carlsberg logo has been changed from horizontal to vertical, to create a bigger impact when placed on the shelf. The Danish Royal Crown has been made simpler. "This will allow Carlsberg to continue to tell the story of its authenticity and premium quality. The prevailing green identity of the brand has been consistent since 1904. It is now more vibrant. The antique gold has been replaced by a more sophisticated alloy of gold and silver," explains Khanna.

The earlier Art Nouveau-style Carlsberg logo was designed by a Danish designer, Thorvald Bindesboll, in 1904. A San-Francisco-based agency has worked on the refreshed design elements.

The revamped logo carries three elements - the Brewer's Star, the Hop Leaf and the words 'Copenhagen 1847' (reiterating the city and the date when Carlsberg was first brewed) - together for the first time. "This will help reiterate the brand's position as an authentic, high quality, natural product. Despite all these alterations, the core identity of the brand remains the same and is still as characteristic and unique as ever," mentions Khanna.

Talking about the new marketing initiative after the re-branding, Khanna says, "Carlsberg has several activities planned for its consumers and customers for this fiscal year. The brand recently entered into an association with Kings XI Punjab as its Exceptional Team Partner, and also associated with Kochi Tuskers in the IPL, which is a significant initiative by Carlsberg India to foray into sports, in keeping with its global heritage of sports collaborations. We have also associated with various golf tournaments in recent times. We will continue to explore appropriate platforms and opportunities in various areas of relevance this year."

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

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