Carlsberg Launches New Campaign

Carlsberg has launched a new print campaign “Carlsberg Story” in Malaysia, which is aimed at building awareness of Carlsberg’s brand attributes and specific heritage in the country.
   The new campaign, developed by the beer brand’s newly appointed creative agency Euro RSCG, will seek to emotionally engage the Malaysian consumers by exploring the beer’s heritage, quality and Danish roots.
   “The campaign brings alive the emotional and functional benefits of Carlsberg”, says Ole Nielsen, GM marketing, Carlsberg Brewery Malaysia.
   “We put the beer centre-stage and all print executions show very clean and sophisticated shots of the beer and highlight a different attribute from quality to history. The campaign runs to the tagline “Nice One” which reinforces the idea that Carlsberg is a superior choice.”
   In 2008, the Carlsberg brand rejuvenated its brand design and packaging.
   A company spokesperson said that its new profile pint bottle, launched in April during the UEFA Euro 2008 campaign, has been received positively by consumers.
   “For a market leader, it is important that we continue to refresh our identity to look contemporary and modern”, Ole Nielsen explained.
   The campaign will continue till the end of December.
   Malaysia does not allow alcohol advertising on broadcast media and billboards.

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