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Carlsberg Citrus – Product Launch

Refreshing results for Carlsberg

“The brief was short and sweet: Make it say summer, refreshment and citrus.
[Client] Nailed it.”

In its first weeks, Carlsberg Citrus outsold more established brands, even without any supporting above-the-line-activity. Growth and sales of Carlsberg Citrus exceeded projections prompting further NPD in Carlsberg Blackcurrant which was added to the portfolio a year later, both appealing to a gender neutral audience and daytime drinking occasion