“That calls for a Carlsberg!” – Carlsberg Global Relaunch

Carlsberg Relaunched“That calls for a Carlsberg!” – is the new epigram that announces global beer brand, Carlsberg’s fresh new brand positioning and personality.

Say bye to the old “Probably the Best Beer in the World” Carlsberg tag line!

Two days ago (6 Apr), I attended the Carlsberg relaunch event at Marina Bay Sands’ ArtScience Museum:

Entrance to the ArtScience Museum
Entrance to the ArtScience Museum

The relaunch campaign utilised recurring astronaut characters who can be seen in Carlsberg’s new TVCs, street mascots and other publicity material.

Carlsberg astronauts and models greeted us
Carlsberg astronauts and models greeted us
Guests enjoying the free flow of Carlsberg beer
Guests enjoying the free flow of Carlsberg beer
Carlsberg astronauts mingling with the crowd
Carlsberg astronauts mingling with the crowd
Cheers!
Cheers!

If you spotted a couple of astronauts hanging around your neighbourhood, the CBD or prime Orchard shopping area the past few weeks, they are likely Carlsberg mascots acting as a teaser for their relaunch campaign.

The new Carlsberg
The new Carlsberg

The relaunch marks Carlsberg’s shift to sport a novel face and voice, speaking to a much younger, adventurous and explorative market, derived via market research. With the relaunch, Carlsberg hopes to achieve its global brand ambition to double its gross band contribution (GBC) by 2015 and in Singapore, to reach out and connect to 2 million consumers.

Carlsberg senior management team in astronaut suits at the relaunch event
Carlsberg senior management team in astronaut suits at the relaunch event

“This marks a new era in Carlsberg; in Singapore, the region and internationally. We have combined our legacy and rich heritage with a modern look that will connect with a more vibrant crowd of drinkers, a group that constantly looks for challenges to overcome and new possibilities to explore. Carlsberg can now be a part of their lives, a brand that speaks to them, urges them to do more and be the reward for their daily act of courage,” said Mr Soren Ravn, the Managing Director of Carlsberg Brewery Malaysia.

Is your curiosity piqued?

Check out the two new “That calls for a Carlsberg!” TVC below:

About Carlsberg

Carlsberg logoThe Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the six biggest brands in Europe. More than 43,000 people work for the Carlsberg Group, and its products are sold in more than 140 markets.

In Singapore, Carlsberg has been marketed for more than 30 years and is acknowledged as the Number One imported premium beer in Singapore and Number Two in the total market. Apart from the flagship brand, Carlsberg also offers a wide variety of brands that include Carlsberg Gold, Carlsberg Special Brew, Kronenbourg 1664, Kronenbourg Blanc, SKOL, Danish Royal Stout, Corona, Tetley’s and Jolly Shandy in Singapore. With a full-time staff of over 70, Carlsberg Singapore is responsible for the sales and marketing operations, and drives all promotional activities for these well-known brands in Singapore.

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