Carlsberg, a world-renowned beer manufacturer, announced April 5 that it was ready to start brand re-positioning aimed at doubling its profits by 2015. Appearantly, global expansion is not enough for the company. As Jørgen Buhl Rasmussen, Carlsberg’s CEO, has put it, though the brand is known all over the world, its sales simply do not measure up to its brand recognition.

In order to enhance the recognition and boost sales on the beer market overcrowded with brands, Carlsberg has polished, re-worked and renewed every single element of its brand identity. Firstly, it repositions itself by targeting young adults—a bold and energetic audience who are not afraid of taking risks and feel courageous in the face of future. At the same time, brand has conserved its rich history and heritage.

The latest campaign features a new tagline, which says «That calls for a Carlsberg». With this phrase, the brand intends to inspire the target audience to do the right thing and afterwards reward themselves with a bottle of Carlsberg.

Innovation is in the center of what Carlsberg has to offer. For the new campaign, beer experts behind Calrsberg have introduced new strain of barley, Null-LOX, that allows the drink to stay fresh for a longer time and provides better foaming characteristics.

Of course, Carlsberg has added a fresh touch to its visual identity. The new identity is based on four design principles: it is bold, authentic, modern and approachable. The Danish royal crown has remained the core element of the logo. However, it has become more simple and distinctive.

As far as logo color scheme is concerned, the dominant green which has been used since 1904,  has become brighter, while gold has been replaced by a more sophisticated blend of gold and silver. More than that, Carlsberg’s logo has been updated with three new elements: the Brewer’s Star, the Hop Leaf and the inclusion of ‘Copenhagen 1847,’ to commemorate where and when Carlsberg was first brewed.

Khalil Younes, Senior Vice President of Global, Sales, Marketing and Innovation, comments, «Few beer brands have a logo that’s strong and distinctive enough to live independently. Most beer brands have to rely on embellishment and decoration, but the Carlsberg logo can boldly stand on its own and it still looks as fresh and modern as if it were designed yesterday. The Art Nouveau-style Carlsberg logo was designed by top Danish designer Thorvald Bindesbøll in 1904 and has lasted more than 100 years and will likely last the next 100 years.»

According to the official press statement, the new packaging is now being launched on 140 markets all over the world. Given the success of Carlsberg ‘Profile’ bottle, the brand offers an embossed bottle as a key packaging for the drink.

The brand will sell the product through an enhanced network of distribution channels. A plethora of marketing materials are ready for launch, including printed, online ads, TV spots and point-of-sale advertising materials. Moreover, Carlsberg will introduce a new musical score, which will serve for the purpose of raising brand recognition.