With a label that has been essentially untouched since 1904, Carlsberg hopes to attract attention through a global rebranding campaign. Though awareness of the world’s fourth largest brewery group is widespread, Carlsberg’s sales have not been commensurate to the level of knowledge among consumers.

In efforts to build strength while reaching out to a younger and more adventurous audience, the Danish brewing company recently launched a new slogan and packaging design for all its bottles. The success of Carlsberg revamp, however, lies in the new design’s ability to not only differentiate itself from other brands, but also prove itself relevant to their target market.
New Bottle and Packaging Design, Revised Slogan
While the majority of beer bottles are characterized by the brand name printed across the face of an elliptical or rectangular paper label, Carlsberg has opted to replace the conventional paper label with glass embossing of the brand name on the bottle itself. Though it may seem like a minor change, this feature can serve to differentiate the brand from other beers both on the shelf and in the hand of consumers. Carlsberg has also introduced a simpler and more distinctive version of the Carlsberg Crown icon.
Overall, the new bottle is meant to appear more modern and refined to appeal to a younger target market. However, it is hard to say whether Carlsberg’s novel take on the traditional presentation of the beer bottle is innovative enough to differentiate itself from other premium beer labels. With competitor brands such as Heineken or Tsingtao also featuring the trademark green color, Carlsberg cannot depend on visual identity alone to stand out.
Before RebrandingAfter Rebranding
To go hand-in-hand with the new packaging, Carlsberg has abandoned its age-old slogan from 1973 (“Probably the best beer in the world”) in favor of a new one: “That calls for a Carlsberg”. While the old slogan doesn’t speak to the situation or lifestyle of the target consumer, the revised version represents an idea that consumers can connect to on a personal level. The new slogan aims to create a new voice that resonates with bold and young individuals who like to dream big and reward themselves. In its step towards new brand positioning targeted at a fresh and vibrant market, Carlsberg will have to be wary of alienating brand loyalists and ensure that the idea behind the new campaign jives with the brand’s core identity.
Need for Long Term Brand Building Efforts
Despite the strides toward differentiation and relevance, the question remains whether Carlsberg’s new packaging and slogan communicate a bold enough statement to become a top of mind choice for consumers when it comes to premium quality and great taste. It will be challenging for the brand to establish a high level of brand preference among beer drinkers worldwide and overcome competition from big beer brands as well as private labels.
Carlsberg holds ambitious goals of raising profits twofold by 2015, but building a valuable brand is a long term effort. Changing aspects of brand identity such as packaging design and slogans should not be viewed as tactical adjustments to boost sales in the short term. Hopefully Carlsberg is aware of this, and their dream of going from “probably the best lager in the world” to a confirmed strong and valuable brand will be realized.