Carlsberg UK’s revitalization of its flagship brand continues with the launch of limited edition packaging for its beer as part of a planned £15m marketing spend to connect with millennial drinkers.
Creative Agency Taxi Studio has been helping Carlsberg UK rediscover their Danish roots as they continue to re-align their brand with their Scandinavian homeland. To help translate the new positioning and celebrate 170 years of brewing excellence, they have created ‘The København Collection’.
Borrowing from the beautiful simplicity of Danish design, each pack in the Collection embodies an abstract interpretation of Carlsberg’s most iconic ingredients: barley, the mighty hop and Carlsberg’s legendary brewers’ yeast.
The limited edition packs will be available across the UK until September 2017 (in most major food and drink outlets) 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 København Collection is a bold launch for Carlsberg in the UK, marking 170 years of brewing excellence. Carlsberg has a remarkable place in the history of brewing when our founder, J.C. 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 København Collection complements the new-look design for the brewer’s premium Carlsberg Export brand, also available since 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 founder, J.C. Jacobsen, and the word ‘København’ underline the brand’s roots.