Communication strategy for the new positioning of the Carlsberg brand

Carlsberg is the first company to establish a beer research laboratory, which currently employs about 200 people. It was there that the culture of pure yeast was discovered for the first time, the acidity scale (pH), enzymes were invented, and other scientific discoveries were made that changed the world.

The new territory of the brand’s work in Ukraine is a science that is important but interesting to a small circle of people. Our task was to make science interesting and meaningful for people, and to make the value of the brand manifest through science.

At the first stage, we decided to make science interesting for people and organized the first popular science open talk, where we told that science is not only for scientists.

On September 29, at the Atlas club, stars and opinion leaders explained scientific facts in simple language. Michael Shchur spoke about prime numbers, Alloise – about black holes, Ruslan Khazypov from Dakh Daughters – about DNA structures, Vlad Fisun – about eternal life and old age, a INAIA – about the moon.

At the event, we announced the creation of a fund to support science in Ukraine Elephant Fund (grey market)
and announced the first hackathon
of innovative scientific projects, for which Carlsberg will issue UAH 1,000,000. Grants for innovative projects in Ukraine.

In November, in iZone, we gathered 23 teams of scientists, some of which developed their own projects in 36 hours of continuous work, and the other part refined existing projects. As a result of the presentations and evaluations of the jury, two teams won – the FoodBioPack biodegradable packaging project and the Kyiv National University team on wastewater treatment using bioalgae.

All communication was supported on social networks, through communication of opinion leaders and media advertising.