Agency:
Client:
Carlsberg was having an identity crisis. Millennials knew the beer for its humorous advertising but little else and gross profits had been declining for four years.
With a shrinking lager market and a rise in discerning drinkers searching for premium alternatives, Carlsberg was losing its position at the bar and on the shelf. Something needed to be done to reinvigorate the brand – to win back the hearts and minds of drinkers, retailers and Carlsberg’s own people.