FSC recently organised and ran a media briefing for our client Carlsberg to announce to trade press company news and product launches for 2018 – and luckily it happened to be the first sunny day of the year (we planned this, obviously) writes Kate Goodbrand-Dillon, Account Executive.
Here are three key messages that resonated with us on the day.
Brands need purpose
The most credible brands in the world are unarguably those that have a strong, clear purpose. It’s apparent that Carlsberg really stands out as a business built on years of heritage, passion and vision. Carlsberg’s founder, J C Jacobsen wrote in his will that his dying wish to the future leaders of the business was to continue to ‘develop the art of making beer to the highest possible degree of perfection… to assist in keeping the brewing of beer…on a high and honourable level’.
This highlights that everything Carlsberg does is underpinned by an unwavering dedication to brewing great beer and honouring Jacobsen’s legacy, which still significantly influences how the company is run today. It was also in J C Jacobson’s laboratory where the official PH scale was invented through the process of purifying yeast – so if this ever comes up as a pub quiz question, you’re sorted.
Companies have a duty of care to the environment
It is no secret that our planet’s resources are becoming scarce. Typically, it takes four pints of water to brew just one pint of beer (or thereabouts), but can brewers really justify using that much of one of the world’s water for just one alcoholic drink? A key point highlighted at the Spring Briefing was that Carlsberg is wholeheartedly committed to responsible brewing. At the forefront of development, Carlsberg aims to brew beer ‘for a better today and tomorrow’. Carlsberg launched its global sustainability project, Together Towards Zero which committed to halving water usage at its breweries by 2020.
Premiumisation is real
The premiumisation trend is always talked about as dominating the drinks sector. It is certainly the case that consumers are increasingly attracted to a more premium offering either in a pub or bar or when they pop to the shop to buy alcohol.
Carlsberg UK invested £15m into the revitalisation of its premium lager, Carlsberg Export and launched its campaign ‘The Danish Way’ – starring actor Mads Mikkelsen, much to the delight of certain members of the FSC team (we won’t mention names).
Taking the brand back to its Danish roots, the look and feel of the lager was revitalised, and to be honest, the results speak for themselves. Some 71% of consumers now say that Export is a ‘good beer to be seen drinking’. Interestingly, there was a 4% uplift in people saying that the liquid actually tasted better despite the recipe being unaltered. So the way a brand is perceived can actually change the way that people believe it tastes.
The campaign has led to some impressive sales figures across both on and off-trade channels, no doubt assisted by the use of an icon like Mads Mikkelsen!
Aside from these take outs, there were some really exciting products showcased; a new identity for iconic brand Tetley’s, San Miguel Selecta was launched, along with brand new offerings from London Fields Brewery and Brooklyn Brewery.
You can read more about the event here: