Carlsberg’s recent announcement to double down on its well-known brand line under new CMO Yves Briantais strikes me as a strategic move that makes perfect sense in today’s competitive beer market. When a brand has strong recognition, leveraging that familiarity can be much more effective than trying to create something new from scratch.
I’ve watched many companies abandon their heritage in pursuit of the next big thing, only to lose what made them special in the first place. Carlsberg seems to understand something fundamental about brand equity that many companies forget: recognition is currency.
Why Brand Continuity Matters
Briantais appears to recognize that Carlsberg’s brand line has built decades of consumer recognition. The decision to reinforce rather than reinvent shows a respect for the company’s history while acknowledging its market strength.
This approach stands in contrast to the constant rebranding we see from companies trying to stay relevant. Sometimes the smartest strategy isn’t to change your identity but to remind people why they connected with you in the first place.
For Carlsberg, this likely means renewed focus on their famous tagline “Probably the best beer in the world” – a phrase that has become part of popular culture in many countries. This kind of cultural penetration takes years to build and is nearly impossible to replicate with a new campaign.
The Numbers Behind Brand Recognition
From a business perspective, this decision makes financial sense too. Consider these facts about established brands:
- Recognized brands typically require 50-80% less marketing spend to achieve the same impact as unknown brands
- Consumers are 60% more likely to try products from brands they recognize
- Brand loyalty can command price premiums of 20-25% over generic alternatives
When you have a brand asset as strong as Carlsberg’s, doubling down on it rather than starting fresh is simply good business.
Risks and Challenges
This strategy isn’t without risks. The beer market has changed dramatically with craft breweries capturing market share and younger consumers seeking authenticity and novelty. Carlsberg must find ways to make their classic branding feel fresh and relevant.
The challenge for Briantais will be balancing tradition with innovation. How do you honor your past while still feeling contemporary? This tension exists for all heritage brands, but those who navigate it successfully often emerge stronger.
Carlsberg will need to avoid the trap of simply repeating old messages. Instead, they’ll need to find ways to reinterpret their classic branding for today’s consumers while maintaining the core elements that made it successful.
The Broader Marketing Lesson
There’s a valuable lesson here for all marketers. In our rush to be new and different, we sometimes undervalue the assets we already have. Building brand recognition takes years and millions in investment. Throwing that away for a short-term refresh rarely pays off.
What Carlsberg and Briantais seem to understand is that evolution beats revolution when you have strong brand equity. Small, thoughtful updates to a recognized brand can be more effective than wholesale changes.
The beer giant’s approach reminds us that sometimes the best path forward is to look back at what made you successful in the first place. For Carlsberg, doubling down on their brand line isn’t playing it safe – it’s playing it smart.
