Carlsberg Breweries introduces new global brand positioning
To support Carlsberg Breweries A/S' long-term strategy of increasing its share of the profitable premium beer segment, the Group has invested in a major revitalisation of the Carlsberg brand.
The development of the new, consistent global positioning 'Drink with a World of Friends' - which describes the emotional feeling consumers should experience when drinking Carlsberg beer - follows a Euro 5 million investment in an international research and brand revitalisation programme. It will support the famous 'Probably the best beer in the world' line, which will continue as the brand's slogan.
"Beer brands are still primarily local, however, patterns are changing and global sales of the more profitable international premium brands are increasing. Over the coming years we foresee a moderate world-wide growth of beer consumption of approx. 2 per cent, whereas we expect the profitable premium segment to grow 4-6 percent. In order to capitalise on these trends and achieve our target of 8 per cent annual brand growth for the Carlsberg brand, we have developed a new common positioning for Carlsberg that will transcend national borders and ensure increased brand growth in core markets as well as successful new market entries," explains Nils S. Andersen, President and CEO, Carlsberg Breweries.
Extensive Consumer Orientated Process
More than 70 key managers working with the Carlsberg brand worldwide were involved in the process. Consumers in eight key markets participated in in-depth research, which gave a deeper insight into the way consumers think and feel about Carlsberg.
The research found that whilst the quality of Carlsberg was recognised, and in fact so established that the beer often is described as 'the definitive beer', there was an opportunity to add a stronger emotional dimension to the brand experience. It revealed that as the world gets smaller, consumers enjoy meeting people with similar values around the word. Great beer brands offer good moments with friends, and Carlsberg thus makes them feel part of a bigger world.
Based on the research findings and following further testing, the essence of the new global positioning 'Drink with a world of friends' was developed in order to meet consumers' desires to find common values and 'friends' wherever they are.
To refresh the brand further, packaging, point-of-sale and advertising material have been renewed to give the brand a more stylish appeal and reflect the new positioning, whilst still featuring the 'Probably the best beer in the world' slogan as the brand continues to grow in new markets.
Global Roll Out
To ensure that the positioning is consistently implemented on a global scale, all marketing directors attended two-day seminars held in Copenhagen, Istanbul, Porto and Kuala Lumpur.
As Carlsberg is available in over 140 different countries, many with very different competitive landscapes, the new element in the global positioning will be implemented on a market-by-market basis. By end of 2nd quarter 2003 it is anticipated that all major markets will be fully utilising the global positioning, with some adaptations in Denmark and the UK, where the Carlsberg brand is available in several product categories.
Ongoing Brand Investments
To support the new positioning, Carlsberg Breweries has invested in new advertising and promotional materials, which communicate the new positioning. The company will also continue to invest in its international sponsorship events to underpin the brand's values.
It has recently renewed its contract to sponsor Euro 2004 and 2008 and today the company publish a renewed main sponsor contract with Liverpool. Carlsberg will also be supporting the World Ski Championships in 2003, the World Cup Ski Races and major golf tournaments in Asia.
Further information
Alex Myers
Corporate Vice President, Marketing
(+45) 33 27 21 70
Margrethe Skov
Public Affairs Director
(+45) 33 27 14 10