- A Global Brand Relaunch -
‘That calls for a Carlsberg!’ – is the new epigram that announces the global beer icon’s fresh new brand positioning and personality. Singapore’s Number 1 imported premium beer now sports a novel face and voice, speaking to a much younger, adventurous and explorative market. It marks its global brand ambition to double its gross brand contribution (GBC) by 2015 and in Singapore, to reach out to and connect with 2 million consumers.
“This marks a new era for 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.
Project Boulder, the code name given to the initiative to re-brand Carlsberg, was started two years ago – spearheaded by the global office in Denmark. It is the brand’s acknowledgement of the changing nature of the beer market, its increased competitiveness and the emergence of a new profile of beer drinkers around the world; a group who is adventurous, explorative and looking for a brand that they can truly connect with. Carlsberg, with its new brand positioning, is targeting a younger more dynamic market, speaking to them in their language, inspiring them to do the right thing and live each day to the fullest.
“This is especially true in Singapore where Carlsberg has been a mainstay among our more established beer drinkers. With Project Boulder, we are looking at building inroads to fresh new markets, a novel age group, and at the same time, still be accessible to our loyal supporters. ‘That calls for a Carlsberg’ will be the banner that announces our bold step forward, our mission to inspire the world to live more courageously, and a beer that will be the symbol, and the reward for ‘a daily act of courage’,” said Mr Bart Lim, General Manager of Carlsberg Singapore.
By showing the courage to embrace change after more than a century in the industry, Carlsberg is leading by example; exemplifying the sort of adventurous mindset that underlines success both in business and in everyday life. The world is witness to its evolution to be a modern and relevant brand that people all over the world can recognise, and rally behind a message that inspires them to step up and do the right thing.
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