As the number one beer in Malaysia, Carlsberg has always been in the forefront of brand innovation and is reowned for its superior quality. 2008 was an eventful year for Carlsberg with exciting and innovative marketing campaigns.
The Carlsberg sales volume grew by 14%, the highest growth since 2001.
Contemporary New Packaging
The new Carlsberg packaging incorporates a visual identity that reflects a contemporary style and refreshing look.
This new visual identity was implemented globally. The new Carlsberg Profile bottle sports a trendy embossment along its body and is available nationwide in all outlets since August. Similarly, the new profile can has a refreshing new look and was officially launched in November by former football stars, who were in Kuala Lumpur for the Masters Football Malaysia Cup.
Carlsberg Special Brew also sported a refreshed look with an added textured background and a newly stylized logo font. Its new gold body labels emanate a unique sheen that reflects its position as the undisputed premium strong beer in Malaysia.
Carlsberg - Winning Awards
In the Reader's Digest Most Trusted Brands Award 2008, Carlsberg was voted by consumers in Malaysia and Asia as the Gold Award winner in the beer category. This is the 9th consecutive year Carlsberg has been voted the "Most Trusted Beer Brand" in Malaysia. The Reader's Digest Asia Most Trusted Brands survey reflects consumer's choice of their most trusted and favourite brands, and that was a testament to Carlsberg's market position as the No. 1 beer in Malaysia.
Carlsberg also won the prestigious Brand Laureate Award 2007-2008, in the product branding category.
Despite intense competition, Carlsberg won the Gold Award for "Best Use of Newspaper" category in the Malaysian Media Awards 2008. The accolade was presented for the creative media execution in its 2007 Chinese New Year advertising campaign, based on five judging criteria of background, strategic media solution, role of the media, creative use of media and the results/share of voice.
Truly a "Nice One!" advertising campaign
Carlsberg launched a new campaign aimed at building awareness of Carlsberg's brand attributes and its rich heritage in Malaysia. The campaign reinforced the iconic beer brand's unique heritage, premium quality and Danish roots.
The advertising campaign exhibits a clean shot of the Carlsberg profile bottle with the tagline "Nice One!" which reinforces the idea that Carlsberg is simply a superior choice.