The brown Carlsberg bottle which has been familiar to Hong Kong beer drinkers for more than 50 years is to be phased out in the next few weeks as the brewery goes for a younger image with a new green bottle.
The change will effect millions of 330 ml and 660 ml bottles and the company is spending more than $20 million on a six-month advertising campaign to tell consumers about the changes.
Geoff Cundle, general manager of Carlsberg (Hong Kong), said the green bottle had scored better in a poll of consumers' tastes. The brewery re-designed its beer cans last year.
He said the company 'soft launched' the bottles last month to establish the new look in the market place and people would know the bottle when the commercial was launched.
The 30-second commercial by the creative team at Bozell Advertising, is airing on the the four Hong Kong terrestrial television stations.
Two additional thematic commercials will be launched in June and July. Production costs for the three spots was $5 million.