URBB invests EUR 2 million in Carlsberg new identity

Newsroom 17/05/2011 | 16:35

With a budget of EUR 2 million for the local market, URBB has launched a new identity for its super premium brand, Carlsberg. The new identity focuses on a new slogan, “That calls for a Carlsberg”, and is intended to help the group reach a double digit growth in 2011.

Carlsberg’s new communication campaign emphasizes more on personality, and holds “courage, authenticity, modernity and accessibility” (as is shown in the company’s official press release) as main values. The beer brand’s previous identity (“Probably the best beer in the world”) will not however be fully replaced, as Doron Zilberstein (in picture), URBB marketing vice-president explained, as it will be found again in various messages of the new campaign in Romania (for example, “Perfection is never easy”). In the UK, as Isaac Sheps, CEO of Carlsberg UK and former president of URBB, added at the press conference, the former slogan will remain printed on the bottle, as it is already part of popular culture.

Carlsberg’s new communication campaign will not be adapted to local specifics, stated the company officials. As Zilberstein explained, the global campaign has been adopted by all the 140 markets in which Carlsberg is present. Localization has only been considered in the case of activation campaigns, mainly due to translation issues. Currently, the brand is present on the local market with two television spots, “Spaceman” (watch below) and “Everest” (watch below) which however feature translated versions of the slogan, as this is mandatory by law.

URBB holds 25 percent market share in the premium segment. The company is present on the Romanian beer market with the premium brands Tuborg, Carlsberg, Skol, Holsten, Guinness and Kilkenny, on the soft drink market with the Granini brand and on the bottled mineral water market with the Bilbor brand which was launched in June 2010.


Carlsberg “Spaceman” ad:




 Carlsberg “Everest” ad:

 

Corina Dumitrescu

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