Sonic heritage: Carlsberg Group launch audio identity based on history and craftsmanship
Over the past four years, mass-produced beer sales have stalled as consumers enjoy 'craft' brews or move away from beer altogether. Carlsberg responded with a visual group rebrand and high-profile advertising campaigns that focus on the company's Danish roots and history. Now their sonic brand has followed suit: Audio branding agency Sonic Minds have developed a new Carlsberg Group audio identity, which aims to communicate the company's history and unify the brand's sound across products and countries.
Carlsberg's new sonic assets revolve around an "audible DNA" in the form of a sonic logo. This informs brand music, which comes in many variations, and branded ringtones. Sonic Minds have also provided users with a flexible "Music Toolbox" - a collection of samples and stems that allows new versions of brand music to be created.
Carlsberg believe their new group audio identity expresses their innovation and evolution, whilst sharing a respect for their group history and craftsmanship. It's unclear where or how MassiveMusic's 2012 Carlsberg audio identity will fit within the new group strategy. MassiveMusic's approach took a different tone, with a focussed communicating daily acts of courage.
Header image source: The Drinks Business