Carlsberg banks on Special Brew for brand boost

<p>HONG KONG: Carlsberg has launched a print-led effort to promote </p><p>Special Brew, and the brewer is counting on the campaign to help </p><p>strengthen the brand's personality. </p><p><BR><BR> </p><p>Local creative shop Hotdog created the campaign, which rolls out more </p><p>than a month after Carlsberg moved its Hong Kong and southern China </p><p>business from M&C Saatchi and BBDO to Grey Hong Kong. </p><p><BR><BR> </p><p>As the product's alcohol content is double that of ordinary beers, </p><p>Special Brew is being positioned as a drink for those who stand out in a </p><p>crowd. </p><p><BR><BR> </p><p>Carlsberg is targeting the drink at men aged between 18 and 30 </p><p>years. </p><p><BR><BR> </p><p>"Carlsberg has given us a very single-minded brief to turn the product's </p><p>strength into a brand personality that is rebellious, macho and </p><p>sophisticated," said Hotdog creative consultant Ron Cheung, adding that </p><p>past campaigns had focused on product quality. </p><p><BR><BR> </p>