Carlsberg EXPØRT was suffering from an identity crisis. It had become increasingly isolated from its Danish roots and was struggling to stay at the forefront of consumers’ minds. On the upside, it ranked better than competitors in blind taste tests but on the downside, its brand perception was undermining its superior beer credentials.
Furthermore, the lager market was in decline and, to add fuel to the fire, Carlsberg was facing tough competition from craft beers. In an increasingly premium and competitive category, Carlsberg EXPØRT needed to stand out and stand for something.