Insight & strategy Global rollout of new-look Carlsberg brand BUSINESS REASON FOR THE RESEARCH to sync the packaging design with an updated brand positioning. The objectives were for the new packaging to support the brand positioning without alienating current drinkers, and to improve shelf impact. RESEARCH APPROACH a global study across multiple markets. During initial, exploratory qualitative research, respondents carried out a shopping trip to collect spontaneous reactions to the different executions. They were then shown a brand video and, through focus groups, Carlsberg explored how reactions changed once respondents had more context on the brand positioning. It then did quantitative research to compare reactions to two routes versus the current execution. This was a mix of central location tests with 2D-printed trade shelves or online research, depending on the market. IMPACT OF RESEARCH AND ROLLOUT Carlsberg decoded the importance of behavioural metrics in relation to packaging design and ease of shopping. For example, the end design was more minimalist than the first sketches, reflecting the Danishness of the brand character. The final design is now on shelves across its key markets. 44 very honest, the products werent that great, so it was quite a negative experience. Now, its an increasingly positive choice. Syddall points to the rise in craft beer it has a partnership with Brooklyn Brewery meaning people are often now weighing up whether to have beer or wine. It also has radlers half beer and half juice to appeal at different moments. From an insight and data perspective, alcohol-free brews (AFB) have been a big focus, she says. Ive just spent the past 18 months working really closely with our AFB team to understand trends how is the drinker of today different from the drinker of yesterday? How are they going to change in the future? Its unpicking it; were learning a lot about soft drinks because, increasingly, we see our products playing in that space. But its often quite hard to find an alcoholfree product in a bar, for example. Traditionally, beer has been delivered in steel kegs, but the difficulty with them is the shelf life is limited, so bar owners typically focus on highvolume products. Data streams Carlsberg has developed a system called DraughtMaster, which keeps the beer fresher for longer, making it easier for bars to stock AFBs. The brew lasts longer, so that allows bar owners to provide more variety on tap. Were also working with the trade to understand the problems they have and to try to overcome those, says Syddall. As well as product longevity, another advantage of DraughtMaster kegs is that they incorporate smart technology, so Carlsberg can collect data such as when the product is served. Thats a real enabler in terms of our customers understanding when they should be switching barrels, what sort of products they should promote at different times of the day, says Syddall. With so many data streams across the business, she says that the company is trying to join the dots across the data and navigate our way through it. It has