Singapore's Millennial and Gen Z consumers needed more.
Like all global brands, Carlsberg is committed to enhancing local brand and product relevance, but doing so for Singapore’s Millennial and Gen Z consumers demanded a bold reimagining of brand expression. Brand-savvy and trend-seeking, these digital native consumers demanded not only novelty but authenticity and meaning. It was a real challenge for Carlsberg, It had become seen as a beer for mature drinkers while younger drinkers were opting for youth-focused offerings such as Heineken Silver and Tiger Crystal. We had the opportunity to turn things around at the ultra-trendy Gastrobeat’s event.