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Purposeful brands

Using marketing to do good

In 2021, we joined major consumer businesses and advertisers from around the world in signing up to the World Federation of Advertisers' Planet Pledge.

Together, we will deliver change in our own organisations and supply chains that contributes to the global Race to Zero campaign to reach net-zero carbon emissions by 2050. And we will harness the power of global brands to inspire consumers to adopt more sustainable behaviours.

"The Planet Pledge targets are ambitious and very much in line with our own. They recognise that success will require getting our consumers, customers and suppliers on board. In doing so, I truly believe in the power of effective marketing communication as a way of winning the hearts and minds of beer lovers everywhere."

Robbie Millar, VP, Global Marketing, Carlsberg Group

Planting seeds of hope by restoring seagrass in the UK

Our Carlsberg brand is partnering with WWF in the UK to restore this precious resource and raise climate awareness through a high-profile consumer campaign. 

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Standing up for LGBTQ+ rights

When our brews and our values combine, good things happen.

GO promotes safe driving in Latvia

Safe driving saves lives. GO, the alcohol-free brand from our Aldaris brewery, is bringing this message home to consumers in Latvia, which has one of the worst road accident records in Europe.

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Kasztelan preserving cherished water resources in Poland

Poland has some of the lowest freshwater availability in Europe.
Some areas of the country already suffer from a water deficit, which is expected to increase by up to 30% by 2050.

Creating a green lung in Athens with FIX Hellas

With its 7,500 square meters, the FIX Park is a valuable lung of greenery in one of the most densely built and lively areas of the Greek capital.