Carlsberg revamping brand



Danish brewing firm Carlsberg is reviewing its corporate identity in an attempt to double profits, reports

The revamp, which will see the firm adopt a new slogan as well as employ new packaging, is said to be part of the company’s new ambition to be the “fastest growing global beer company” by giving customers an understanding of what it stands for.

The brewer is hoping that the new slogan – “that calls for a Carlsberg” – will improve sales across the globe.

Chief executive Jorgen Buhl Rasmussen said in a statement that while the green logo is known around the world, sales do not measure up to its brand recognition.

Although international recognition is good, it is not good enough,” said Rasmussen to

“We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”

“Consequently, by 2015, Carlsberg anticipates that the brand will have doubled its profits.”

According to, the new branding effort will rely on a variety of media, with a new television advertising campaign to be launched throughout 2011. New packaging will also be rolled out across more than 140 markets as part of the upgrade.


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