LONDON: Carlsberg, the brewer, has announced a major overhaul for its flagship lager brand in a bid to double profits by 2015.

The Danish firm has unveiled a stronger visual identity for Carlsberg, with brighter colours and a new logo that includes the words "Copenhagen, 1847" - highlighting the brand's heritage.

A new tagline, "That calls for a Carlsberg", will feature in ads and other promotional material, although the classic "Probably the best lager..." positioning is also to be retained.

The changes will affect Carlsberg's operations in 140 markets around the world.

Jorgen Buhl Rasmussen, Carlsberg Group's ceo, said: "We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers."

He added: "People are familiar with Carlsberg but do not necessarily know what it represents. Although international recognition is good, it is not enough."

The new visual identity is to be publicised by a TV ad campaign, which will begin later this year.

There will also be an event marketing element, with the company launching a competition centering around Carlsberg's famous Elephant Gate and New Brewhouse in Copenhagen.

Members of the public are being encouraged to design a new, "must-see", Brand and Experience Centre for the site - with winners to be announced in spring 2012.

It is hoped that, when completed, the renovated brewhouse will become a major tourist attraction for the city, attracting 500,000 visitors a year.

Data sourced from Wall Street Journal/Marketing Week/Reuters/Carlsberg Group; additional content by Warc staff