This is a full-flash experience coming from ice cream brand Magnum, with the help of Lowe Brindfors. It’s based on the idea that the internet holds a lot of pleasurable things, but the ultimate pleasure remains eating a Magnum ice cream, now with hazelnut. To express this idea, the ad agency developed an interactive game following a young pleasure seeker that runs, flies, jumps and drives around the internet and in the end finds herself enjoying what the new Magnum Temptation with Hazelnut ice cream has to offer.
Carlsberg, one of the most recognised beer brands in the world, is having a makeover. The first one since 1847. So the famous “Probably the best beer in the world” changes to “This calls for a Carlsberg”
“Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.” - Jørgen Buhl Rasmussen, Carlsberg’s CEO
They plan to double the brands profit by 2015 and to add some essence to the brand. The logo is staying because ”most beer brands have to rely on embellishment and decoration, but the Carlsberg logo can boldly stand on its own and it still looks as fresh and modern as if it were designed yesterday”, but it has been modernized and refreshed.
The brand’s logo now carries three elements: the Brewer’s Star, the Hope Leaf, and the inclusion of “Copenhagen 1847,” indicating where and when the beer was first brewed. These three elements are together for the first time. New packaging is currently being rolled out this year across all 140 markets.
Here are some of the executions made for the launch of the new positioning:
