Report and Accounts 1999 / 2000 - Carlsberg Group

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European Music Awards, the development of the
Asian “Carlsberg Turns on the Music” concept,
and the Cannes Film Festival were among the
many successful activities carried out this year.
Efforts to enhance the brand’s worldwide premium
image and keeping the brand innovative and
up-to-date have been a key priority in recent
years. A new Carlsberg design and a new, international
Carlsberg Beer bottle were introduced in the
majority of our markets. As regards cans, the development
and implementation of the special
Euro 2000 moulded cans was a major success in
many markets.
The new media is becoming an increasingly
valuable tool in the effort to get closer to the consumers.
The media enables one-to-one communication
and a more direct relationship between
consumer and brand. The Carlsberg web site
(www.carlsberg.com) has been developed into a
popular point of contact with consumers, media
and business associates. The site provides information,
services and fun with links to the entire
world of Carlsberg.
Finally, the international Corporate Campaign
with its well-known motifs from all over the world,
Probably the best beer in the World, extended its
global reach with new motifs from Cuba, France,
Brazil and Bali.
When implementing Carlsberg’s marketing
strategy, respect for national and international
legislation and provisions is a key priority. This
position is also reflected in the guidelines in
Carlsberg’s alcohol policy.
Innovation
Focus on innovation within areas such as product,
packaging and production has been intensified in
recent years.
Carlsberg’s research and development programme
is co-ordinated from Copenhagen, but
know-how and resources are mobilised throughout
the organisation.
Research is conducted by the various departments
at the Carlsberg Research Center.
Packaging plays an increasingly important part
in our innovation strategy and Carlsberg has been
a pioneer in the development of new packaging
types - both in terms of shape and material. The
development of cans in new shapes has proven to
be a highly successful promotion tool in many
markets. Technological advances within PET and
PEN plastic bottles are creating new opportunities
for the company and the Danish and UK markets
have taken the lead in exploring these areas with
launches of these new packaging types. Introduction
of new packaging types is being evaluated for