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place branding

Greater Danes: Denmark Expands Presence in Copenhagen and America

Posted by Mark J. Miller on March 6, 2015 11:55 AM

Denmark's capital city of Copenhagen would like to get a bit bigger to help it draw a few more tourism dollars, but there’s no real way to grow it geographically.

So the city is attempting to get a bit clever and include a neighbor in its tourism marketing efforts as well—Sweden, which is no slouch when it comes to place branding.

The leaders of Copenhagen are hoping that the good folks of the southernmost province of Sweden, Skåne, that borders the city will be up for identifying themselves as Greater Copenhagen.

The region is already known as Øresund, but that name doesn’t exactly ring a bell for anybody who lives outside of the region.Continue reading...

brand and bottle

Beo*: Carlsberg's Alt Malt Beverage

Posted by Sheila Shayon on May 25, 2011 04:00 PM

Carlsberg’s new drink, Beo*, is billed as "Hard to explain. Easy to enjoy" — a description that might make other marketers think "Beo" should rhyme with "Uh-oh."

Derive from the Latin for "to make happy or delight," Beo* is the brewer's new non-alcoholic drink aimed at "discerning adults."Continue reading...

brand and bottle

Carlsberg Copenhagen: Scandinavian-Style Equality for Female Drinkers

Posted by Jennifer Sokolowski on May 23, 2011 04:00 PM

Carlsberg is promoting its new Copenhagen beer as a stylish, international alternative “intended for modern women and men.” But the focus is clearly on young female consumers, who are largely ignored by beer marketing.

“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products," Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg, commented in the Copenhagen launch press release. "There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them."

Despite its wine-like label and female-friendly design, it’s not all about style.

Carlsberg says Copenhagen offers a “highly drinkable beer with a balanced taste” for those who don’t like the bitter aftertaste of many beers, and that it is a “real alternative to white wine and champagne.”

Unlike some beers that have been aimed at women (like Moa’s recently released Breakfast Beer, flavored with cherries), there’s nary a fruit flavour to be seen, nor any mention of calorie count.Continue reading...

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