Carlsberg to launch new campaign and packs in worldwide move

Carlsberg is launching a new global TV campaign to correct what it sees as a gulf between brand recognition and sales.

There will also be new packaging in 140 markets in which Carlsberg is sold, as the Danish brewer looks to double profits from its main brand by 2015.

The ad campaign aims to encourage consumers to “step up and do the right thing”, with the reward of a beer for their efforts and the tagline: “That calls for a Carlsberg”.

The campaign will get its world debut on You Tube and Facebook this morning at 11am, UK time.

“People are familiar with Carlsberg but do not necessarily know what it represents,” said chef executive Jorgen Buhl Rasmussen.

“We want people to know that Carlsberg beer stands for something – for heritage, for quality, for great taste and for doing the right thing.

“Although international recognition is good, it is not good enough.

“We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”