What is Sales and Marketing Strategy of Carlsberg Company?

Carlsberg actively utilizes content marketing and social media platforms as key components of its integrated campaigns. The company is also investing in an AI Center of Excellence to refine its marketing precision and optimize operations.

The company's marketing mix includes traditional media channels such as cinema, TV, and Out-of-Home advertising. This broad reach ensures consistent brand visibility across various consumer touchpoints.

In-store and outlet activations are vital for direct consumer interaction at the point of purchase. These initiatives aim to capture consumer attention and influence purchasing decisions at a critical moment.

Carlsberg has significantly increased its commercial investments, with sales and marketing spending rising by over 10% in 2024. This trend continued into H1 2025, showing an almost 20% increase in marketing expenditures.

A revised Marketing Communication Policy was introduced in 2024, emphasizing transparency, adult appeal, and environmental consciousness. Compliance with this policy reached 99.1% in audited online channels in 2024.

The company embraces experimental marketing, including experiential campaigns and AI-powered chatbots. These innovations are designed to enhance customer engagement and appeal to a 'content hungry generation.'

Carlsberg positions its products to attract consumers who value luxury, quality, and distinct flavors. This is supported by its pricing strategy, which reflects a premium offering.

The brand's focus on premiumization aligns with global trends towards more health-conscious and premiumized consumption patterns. This strategic alignment is key to its market approach.

Its sustainability program is a fundamental aspect of its brand identity, aiming for significant reductions in environmental impact. This commitment is a major draw for a growing segment of consumers.

The company actively innovates its product portfolio, including the introduction of lower ABV options and eco-friendly packaging. This demonstrates a proactive response to changing consumer preferences.

Rigorous maintenance of brand consistency across all touchpoints ensures a unified and recognizable brand experience for consumers globally. This is crucial for long-term brand equity.

Carlsberg's marketing campaigns, such as the 2024 global campaign, effectively communicate its core values and brand message. These campaigns highlight the link between curiosity and progress, contributing to its overall Carlsberg sales strategy.

The 'Probably' campaign's global rollout in 2024, alongside specific regional activations like the one in China, exemplifies a dual approach to market penetration. This strategy ensures brand consistency while allowing for cultural relevance.

The integration of the 'Together Towards ZERO and Beyond' program into marketing communications reinforces brand values. Highlighting achievements like plastic-free packaging and regenerative farming appeals to environmentally conscious consumers.

The campaign's creative concept and multi-channel approach, including social media and online video, are designed to resonate with younger, content-hungry demographics. This is crucial for long-term brand relevance and market share.

The 16% growth in premium Carlsberg volumes in China, directly linked to the Chinese New Year activation, provides tangible evidence of campaign effectiveness. This data informs future marketing investments and strategic adjustments.

The deployment of electric trucks in Sweden and the aim for net-zero production in Vietnam showcase innovation in operations that are also leveraged in marketing. This demonstrates a commitment to reducing environmental impact throughout the value chain.

The core message of the global campaign, linking curiosity to progress and better brewing, aims to create a deeper emotional connection with consumers. This repositioning is vital for maintaining a competitive advantage in a crowded market.