Carlsberg has commissioned a Liverpool-based agency Uniform to carry on the work  on brand-repositioning.

As announced earlier, in April 2011, what was previously called ‘Probably, the best lager in the world’, announced its intention to reposition itself with the aim to double global sales by 2015. As part of its re-positioning campaign, the brand’s strapline has been changed to «That calls for a Carlsberg».The beer brand has recently unveiled a video on its official website showcasing the art project launched to celebrate a long-term relationship with Liverpool Football Club since Carlsberg has been an official sponsor of ‘the Reds’ for the last 18 years.

Now, to mark this special friendship, Uniform has created a ‘brand experience’ for Carlsberg at Anfield. The agency has invited Japanese graffiti artist Dragon 76 to create a mural for the Carlsberg Lounge at the stadium. This huge painting features such football stars as Kenny Dalglish, Ian Rush, Robbie Fowler and Steven Gerrard (not to mention, it features Carlsberg logo and the new strapline, of course).

Tim Sharp, design director at Uniform, said, «Our brief is to create a premium Carlsberg brand experience and to capture that relationship between Carlsberg and LFC. We want to amplify the brand messages of quality, premium and heritage.

“The filming of Dragon’s 24 hours in Liverpool was a key factor – it was all about the challenge of flying him in on a short timescale, taking the brief and him completing the artwork within a tight time line and how ‘That Calls for a Carlsberg’.”