Hitting the ball: Kontrapunkt helps Carlsberg reposition soft drink brand
Carlsberg’s former soft drink brand On-side never really took off. So when Carlsberg decided to relaunch the soft drink as Carlsberg Sport, we knew that a radical new approach was needed. The name was clear and so was the primary target group 15-25 – the colouring of the soft drink was removed during the process, so that was clear too.
The design took its inspiration from street cool. When competing brands used traditional sport activities like organized football played on a standardized playing field, Carlsberg Sport should take it to the streets – playing street soccer, basket ball, floor ball or any of the other sport activities that simply just happen on the streets everyday.
The result has been a design that has high shelf impact that clearly differentiates Carlsberg Sport from its competitors. After the launch, the sales have greatly exceeded the expectations.
The photos for Carlsberg Sport on all labels, POS etc. show some of the tricks that street footballers, basketballers, floorballers etc. can do - with or without Carlsberg Sport. Photography was done by photographers MorganMorell
Helping Carlsberg Sport in the launch has been the effective and funny squirrel campaign done by &Co
BTW: Did you know that Carlsberg Sport donates 1 mio. dkk every year to sport activities?
For questions or comments, please contact head of design Martin Hansen, , or senior identity consultant Thomas Sehested, ///
April 2008