While the brewer's green label targets consumers aged 30 years and up, the newly launched Carlsberg Chill is seeking to appeal to younger consumers with its lighter taste, 'playful' image and 'hip' brand positioning.
According to Christopher W K Tsang, spokesperson for Carlsberg, the new premium label was introduced "to capitalise further on the young drinkers' segment", with the launch marking the end of a three-year planning process.
While Tsang declined to comment on Carlsberg's marketing strategy, according to a source, the green label is losing share in China, where foreign beer brands have aggressively made inroads amid expectations that people will drink more as incomes rise.
"Green label Carlsberg has a very bitter taste and doesn't appeal to the younger Chinese generation. The youth want something light and, in China, they appear to be drinking all other beer brands. If Chill is successful, they are planning to take out the green label altogether in China and replace it with Chill."
Beer is by far China's most popular alcoholic drink. The country is the world's second largest market in terms of volume, but per capita consumption lags behind the West.
Carlsberg is promoting Chill with a print and outdoor campaign to highlight its "crisp and refreshing taste".
Leslie Mee, partner and creative director at CTWCM, the agency behind the campaign, said the creative features young drinkers in mischievous situations. "You see a model using the beer bottle like a telescope. The models are younger than those you might see in Carlsberg's advertising." He added that Chill would be available in South Korean stores shortly, followed by a regional roll-out.
