Brewer goes for green image

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.

The campaign also features print advertisements in leading Chinese magazines and newspapers, as well as banners and posters on the Mass Transit Railway.

Mr Cundle estimated the company had a 15-20 per cent market share in Hong Kong and said it had been successful in attracting young drinkers with its previous ad campaign, the controversial 'Why do I love it - just because' campaign featuring women's legs.

'It was not meant to be controversial. We certainly stirred up a bit of reaction and people remembered them. The research showed as far as the Chinese male beer drinker was concerned they related well saying 'that's what we do, sit around have a few beers and these are the things we talk about,' ' Mr Cundle said.

'It did help us with the younger drinker because they could relate to it and they're were looking for something image-wise which they feel comfortable holding in their hand.

'That's the whole thing, to give the young drinker a reason for looking cool, to be drinking Carlsberg and not something else.'