What’s Carlsberg’s strategy for getting customers?

Managing Director of Carlsberg Brewery Malaysia, Lars Lehmann, was invited for an instudio interview with CNBC Asia’s Marketing Media Money programme, where he shared how Carlsberg Malaysia navigates through the world of marketing, shifting from old to new
media. Lars shared his belief that activations are the best way for the public to engage, taste and indulge in the brand’s products before purchasing, and mentioned Kronenburg 1664 Blanc as an example.

He also shared how investments have shifted towards social media marketing, combined with sampling and tasting to target younger, more social media savvy audiences. He mentioned that despite Carlsberg’s move to bring advertising in-house, the brand still works
with agencies who are good at doing both social media and out-of-home (OOH) solutions such as Clear Channel who were behind the innovative OOH activation for Carlsberg Smooth Draught cans in Singapore.

He added that Carlsberg would continue to grow away from traditional advertising outlets like newspapers, print and TV, and move towards social media, activations and OOH. Lars also mentioned how the brand experimented with augmented reality (AR) with Somersby.

Lars highlighted that the partnership with Liverpool FC resonates well in Southeast Asia specifically to the Singapore-Malaysia market because of the large fan base for the Premier League Clubs. With regard to social media influencers, Lars added that Carlsberg uses a lot
of young key opinion leaders who have a big following among the younger target audience