Carlsberg appoints Kontrapunkt as Global Partner

Carlsberg Breweries has appointed Kontrapunkt as its global brand identity partner for the Carlsberg brand, the crown jewel of the Carlsberg Breweries' portfolio of brands. Kontrapunkt was selected after a pitch between three international agencies. The firm was handed the assignment of freshening up the Carlsberg brand and assessing the long-term management of the Carlsberg brand identity.

The Danish designer Thorvald Bindesbøll (1846-1908) invented the Carlsberg logo at the turn of the 19th century and now, just over 100 years later, Kontrapunkt intends to build upon this proud tradition whilst adding a flourish of the new millennium.

Kontrapunkt's responsibility is to develop an aspiring and coherent appearance across all consumer touchpoints. Also, Kontrapunkt will guide the creative agencies that work with the Carlsberg brand, in order to secure brand consistency throughout the world.

"We are proud, and deeply honoured, that Carlsberg Breweries asked us to develop their most precious asset - the Carlsberg brand," says Bo Linnemann, creative director of Kontrapunkt. "For us it's a milestone that confirms how our increased international activities have made Kontrapunkt a natural choice of global brands, both inside and outside of Denmark."

According to Carlsberg's Brand Identity Manager, Per Holmen, Kontrapunkt was, ultimately, the natural choice for the brewing giant. "Kontrapunkt was the most convincing of the agencies we invited to pitch for the Carlsberg brand identity. Their combination of strategic and creative competency, allied with their identity expertise, makes them the right fit for us," he said.

The Kontrapunkt group had already established a good relationship with Carlsberg prior to the current assignment. Earlier this year, Carlsberg Breweries signed a three-year contract with KPTO, Kontrapunkt's production and implementation subsidiary, concerning the graphic artwork of the globally represented brewery. ///

March 2006