Renovate or innovate? How Carlsberg is revitalising its ‘sleeping giants’

Carlsberg is making actor Mads Mikkelsen the global face of the brand as it follows up the success of its Carlsberg Export rebrand with new strategies for ‘sleeping giants’ including Tetley.
The brewer launched the £15m Carlsberg Export rebrand, which included a new marketing campaign and product redesign, last year, and it claims the revamp has dramatically improved consumer perceptions and boosted sales.
At a media briefing on Monday (26 March) the brewer revealed that t