Carlsberg’s New Look

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There’s an old saying that goes, “You can’t eat rice everyday.” While that’s probably true, you can drink beer everyday! So it goes without saying that the look of a brand of beer is just as important as the beer itself.

After more than 2 years in the making, Carlsberg unveiled a new global initiative today that will see the brand undergoing a major transformation. With a new slogan (“That Calls for a Carlsberg!”), the famous Danish beer aims to leverage its vast history and legacy to chart a future for the brand.

CEO Jørgen Buhl Rasmussen had this to say: “Carlsberg is the name above the door. We are proud of our Carlsberg brand – for the pleasure it gives to so many, and for how the brand and its founding story and values still inspire us. People are familiar with Carlsberg but do not necessarily know what it represents. This global campaign is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something – It stands for our unique heritage and our founders’ passion and innovative spirit. It stands for quality and for great taste.”

For the first time, Carlsberg will share the same core visual identity for the brand worldwide, giving the brand the same look and feel in terms of packaging and bottle across all markets. Carlsberg will start using the same selling line, ‘That calls for a Carlsberg’, and will also launch a new campaign including new advertising materials at the same time around the world.

And to keep fresh, from now until May 2011, Carlsberg will showcase 6 internationally renowned female DJs as part of its consumer launch. These DJs are well known in their own genre of music and they will be showcasing their talents at Carlsberg outlets around the country.

During these events, Carlsberg will be giving out free magnet bottle openers to consumers with the purchase of a Carlsberg. At the supermarkets and hypermarkets, there will be a contest where consumers who participate will stand a chance to win a personal or home makeover worth a total of RM250,000 (RM10,000 x 25 grand prizes).

Checkout the new look at

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