CHARLES WONG

MARKETING DIRECTOR CARLSBERG MALAYSIA

HOW is the company coping in the current economic climate without compromising its brand presence?

Living the golden words of Carlsberg’s founder J.C. Jacobsen, we place great emphasis on quality and innovation over commercial gains. Guided by our purpose of Brewing for A Better Today and Tomorrow, our constant pursuit of brewing perfection and our desire to deliver #ProbablyTheBest drinking experience have made Carlsberg an innovative brand, especially Carlsberg Smooth Draught, the fastest growing beer brand in Malaysia.

Should brands be packaged differently, not only demographically but emotionally?

Carlsberg believes in creating beer that stand at the heart of moments that bring people together and the enjoyment of Probably the Best Beer in the World is always a social one.

We build on this with a variety of experiential activations and consumer promotions, best seen during Probably The Best Football Beer Parties hosted during this year’s football season.

What is the most significant aspect of creating powerful, effective branding?

Apart from familiarity and relevance, the most important brand asset for Carlsberg is its bond of trust with consumers. Since the first Carlsberg beer arrived on our shores in 1903, our strong relationship with consumers has made Carlsberg their go-to beer of choice as Probably The Best Beer in Malaysia.

In an increasingly transparent world, how can brands strengthen their brand equity?

Brands have to be as honest to themselves as they are to consumers. Understanding a growing segment of consumers who prefer the smooth taste of draught beer that they can enjoy anywhere, Carlsberg Smooth Draught was created right here in Malaysia to meet this uniquely local preference.

The results speak for themselves with Carlsberg Smooth Draught experiencing double-digit growth as of the last quarter.

What makes a brand memorable given the short attention span and all sorts of content screaming at customers?

Consumers remember brands not just from their marketing communications, but from their experiences at every touchpoint. Therefore, we strive to create unforgettable consumer moments through our innovations, sampling, promotions, events, and of course, our commitment to highest-quality brewing that you can taste in every glass, can or bottle.