Carlsberg 0.0%

For the launch of Carlsberg 0.0%, I developed a global market toolkit that enabled consistent brand identity adaptation across different markets. The toolkit's disruptive concept—placing Carlsberg 0.0% in scenarios where drinking beer is typically not allowed—was encapsulated in the campaign slogan, "Hello Real Refreshment." This required an in-depth understanding of global formats, cultural variances, and operational requirements to ensure the concept was not only creatively disruptive but also effective universally.

The toolkit included examples of cross-channel placement, adhering strictly to brand guidelines, to ensure powerful and cohesive messaging worldwide.