Understanding how the beer consumers are categorized depending on their social statuses and roles…
Even though it was on the shelves in Turkey, since 2001, Carlsberg never did in-depth self-promotion to widen its customer base. Only certain people that are already familiar with the brand were in the target audience.
In 2013, Carlsberg decided to create budget for advertising in the country. The keywords that they wanted us to emphasize were ‘quality’ and ‘heritage’. Starting from that point, I Mean It explored a variety of approaches and designed dozens of campaign visuals to find the perfect way of representing the brand values in Turkey.
With the support of the commercial film that we produced, we helped the brand position itself as the quality icon among all other beer brands.