Carlsberg is attempting to revitalise its Export brand with a redesign inspired by its Danish heritage and a £15m marketing campaign aimed at millennial drinkers.
The new look, which has been influenced by the cross on the Danish flag, features the signature of founder, J.C. Jacobsen, and the word ‘København’ – Danish for Copenhagen – underline the brand’s roots.
Carlsberg’s decision to overhaul its premium variant is intended to move consumer perception beyond its ‘Probably the best…” campaign and confront the long-term decline in the lager market.
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The relaunch is set for February 2017 and Read full story ›
Source: The Drum
Industry News
