Carlsberg UK creates ‘The Kobenhavn Collection’
Carlsberg UK’s revitalisation of its Carlsberg brand continues with the launch of limited edition packaging for its 3.8% abv beer – called The Kobenhavn Collection – as part of a planned £15m spend to connect with millennial drinkers.
Each pack within the Collection embodies an abstract interpretation of Carlsberg beer’s ingredients: barley, hops and yeast; all inspired by the simplicity of Danish design. The limited edition packs will be available across the UK off-trade between February and September 2017 in a variety of can and bottle formats, including a new premium 33cl-sized bottle and outer packaging.
Liam Newton, vice president of marketing, Carlsberg UK, said: “The Kobenhavn Collection is a bold launch for Carlsberg in the UK, marking 170 years of brewing excellence. Carlsberg as a remarkable place in the history of brewing when our founder JC Jacobsen, and his team of beer scientists discovered purified yeast in 1883 – which changed the quality of lager that is enjoyed to this day. These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage millennials.”
The Collection complements the new-look design for the brewer’s premium Carlsberg Export brans, also available from February. The brand has been transformed with a stylish design that is influenced by the iconic cross from the Danish flag, while the signature of the founder, JC Jacobsen, and the word ‘Kobenhavn’ underline the brand’s roots.
The relaunch of the Carlsberg brand will be supported by a £15m campaign incorporating media and integrated consumer activity, launching in April. The campaign will celebrate the brand’s Danish heritage and taps into consumer demand for authenticity and the trend towards premiumisation in the beer category.