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