Telling the story of Carlsberg’s global rebrand
I collaborated with Taxi Studio, developing a content strategy to tell the fascinating story behind its award-winning Carlsberg rebrand.
“Nick is an excellent writer with a particular set of skills, skills he has acquired over a very long career, skills that make him a dream for people like you. Try him once and you’ll be taken. Just like I was when we worked together on the Carlsberg brand – he’s a trusted ‘go to’ for us.” – Spencer Buck, creative partner, Taxi Studio
Following an in-depth briefing, we agreed to focus on three core areas – the re-crafting of the mark and other brand assets; the holistic design and packaging system; and Carlsberg’s wider sustainability story.
Working closely with Taxi’s in-house marketing and creative teams, I conducted piece-to-camera interviews in both Taxi’s Bristol studio and Carlsberg’s Copenhagen HQ, then scripted and edit-produced videos that have since formed part of many successful awards submissions.
The videos were accompanied by ghostwritten articles to tell the story in more detail. These became core case studies on the Taxi website, as well as attracting the attention of specialist publications such as The Dieline.
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