Danish brewer Carlsberg A/S said today that it would invest heavily to reposition its brand to support its growth ambitions and double profits from Carlsberg brand beer by 2015.

The brewer is hoping that its new global slogan - "that calls for a Carlsberg" - and fresh packaging will boost sales.

Chief executive Jorgen Buhl Rasmussen said in a statement that while Carlsberg's green logo is known around the world, its sales do not measure up to its brand recognition.

Carlsberg said it will introduce new packaging for the beer in more than 140 markets.

Carlsberg said it hopes the new branding will help it reach its goal to become the fastest-growing global beer company.

"Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits," the company said.

"This does not prompt us to change our forecasts as the development was already included in management's medium-term EBIT margin target of 20 percent. But we foresee lots of positive international media coverage in the coming days," Nordea Markets analyst Hans Gregersen said in a note to clients.

"Although international recognition is good, it is not enough," Rasmussen said in the statement. "We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers."

The new branding effort will rely on a variety of media, with a new television advertising campaign to be launched throughout 2011, Carlsberg said.

Reuters