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Carlsberg: Expørt
Although it excelled in blind taste tests, EXPØRT struggled with brand perception and was failing rapidly. To turn things around, we redesigned EXPØRT around the concept of ‘hygge,’ a Danish sentiment that embodies conviviality and contentment.
From the bottle to the tap, we made sure Danishness resonated everywhere. And it proved highly effective, resulting in 10,000 new distribution points, re-listings in five major supermarkets, a 19% increase in gross profits, and accolades including the Grand Prix and Gold in the DBA Design Effectiveness Awards.
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