Annual Report 2001 - Carlsberg Group

50
Corporate Centre
UEFA Cup final, Dortmund, 2001.
The Carlsberg brand enjoys
a high level of awareness worldwide.
Awareness in key markets
(Source: Nielsen Research):
Belgium 93%
Denmark 98%
Croatia 56%
Finland 81%
Germany 50%
Ireland 100%
Italy 33%
Norway 94%
Poland 35%
Spain 82%
Sweden 98%
Portugal 98%
UK 90%
Israel 95%
China 80%
Hong Kong 99%
Malaysia 100%
Singapore 100%
Thailand 99%
Vietnam 91%
Gathering consumer insights worldwide and
creating a close relationship with the consumers
through communication and sponsorships has
been the focus of activities in 2001. Traditional
brand-building theme advertising has been the
key element in the communication strategy. The
“Probably the best beer in the world” theme advertising
was developed further, both through the
well-known international campaign with motives
from all over the world, but also through new consumer
communication in the local markets. New
additions to the “Probably....” theme were successfully
shown in markets such as the UK, Ireland,
Sweden, Spain, Portugal, Belgium and Hong Kong.
The Carlsberg brand is in a phase of expansion
and development, and continued efforts are made
to gather consumer knowledge on a worldwide basis
in order to fine-tune and sharpen the positioning
of the Carlsberg brand. A major brand study was
conducted in 2001, which has resulted in the development
of a sharper vision and positioning of the
brand with the ambition of strengthening its relationship
with consumers – also in the long-term.
The world of sports and music has been an integral
part of the Carlsberg brand and its connection
to consumers.