Pripps Blå is an classic Swedish beer brand, historically based on the relationship the consumer has with the Swedish west coast and the summer in the archipelago, and the emotions freedom and vacation brings (much due to a long running series of ads on the theme). The problem was defined as the gap between the desired image and the actual relationship with the brand, recreating the identity in relation to a well defined and much younger target audience. The brand was no longer perceived as relevant, and the core target group had aged over the years, which was also reflected in sales. The core challenge was defined as; reclaiming heritage while attracting a younger core group.
NINE was given the prestigious assignment to re-define the brand position in terms of visual identity, and to identify the brand carriers that would enable reaching a younger target group and increasing sales.
The 10 month process – in close cooperation with the Carlsberg team – was based on a thorough investigation phase. After defining a strategic direction, the developed concepts were thoroughly tested and fine-tuned. The final design scored very high against competition as well as the old design in terms of liking, purchase interest and shelf impact. The identity has been implemented on over 60 articles. And the sales increased by 75% first quarter without media spending, Carlsberg gives credit for the success to design in combination with smart BTL strategy.