LONDON: Carlsberg, the Danish brewer, and design agency Taxi Studio have won the Grand Prix at the DBA Design Effectiveness Awards.
These awards, organised by the Design Business Association, recognise examples of design that have had a tangible and measurable effect on business success.
In addition to the Grand Prix, a total of 16 Golds, 24 Silvers and 14 Bronzes were awarded at a ceremony in London last night. WARC subscribers can read the winning papers here.
In Carlsberg’s case, the lager brand’s packaging redesign for its Carlsberg Export variant re-established it as a premium beer relevant to young people. Research showed that Brits associated Scandinavians with being design and style gurus. This insight drove the new proposition, the design of which invoked ‘hygge’, alongside Danish interior design.
As a result of the campaign, the brand increased its distribution points by 170%, and now commands the highest price per litre of its competitive set. “In a remarkably short time, Carlsberg Export turned from decline to growth, capturing the hearts of consumers and retailers,” said Andrew Summers, Chair of Judges.
“Carlsberg’s story shows just how design can turn around an ailing brand. A new proposition and premium rebrand oozed style and simplicity and have taken Carlsberg back to its roots,” he added.
Speaking at the event, Matt Hancock MP, Secretary of State for Digital, Culture, Media and Sport, praised the award winners as “the best of British design talent”.
Sourced from the DBA; additional content by WARC staff