CARLSBERG CASE: From revised branding strategy to new advertising universe
How a long-time strategic research partnership has helped form a clear new communication platform for Carlsberg in Denmark.
Ipsos’ toolbox is exceptional. The way they combine qualitative and quantitative research methods is very powerful. And thanks to their live testing-formats, we can literally feel the impact of a TV commercial on our consumers. Their team is insanely talented.
- Senior Brand Manager, Carlsberg Danmark
Whilst Carlsberg has grown globally, the brand has lost brand strength in Denmark. With a large portfolio of brands, it is no easy task to create a clear positioning and a new communication platform building on Carlsberg’s legacy with the Danes.
As long-term research partner and strategic advisor to Carlsberg, Ipsos’ unique creative research tools have helped shaping both process and securing proof of concept – in close partnership with Carlsberg and their creative agencies.
From initially developing demand spaces (occasions and emotions that drives beer drinking) as the strategic foundation for a stronger positioning of Carlsberg in Denmark. To testing of possible creative territories/a new communication platform. Leading to pre-testing of actual TV-commercials optimizing the final product before campaign launch.
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Thanks to Ipsos’ research we understand why Danes have somewhat forgotten their relation with the Carlsberg brand. By digging into our legacy, uncover what is important when Danes choose beer and test where we position ourselves strongly, Ipsos helped us creating the foundation for our new communication platform.
- Senior Brand Manager, Carlsberg Danmark
