Blonde is the new Black

According to Carlsberg it is. A new beer with a modern and Scandinavian minimalistic design profile. This time dressed up to meet the visual demands of the female beer buyers. This reminds me of  a comment  I made in a blog post in February related to changing consumer habits and shopping patterns:

"It's going to be interesting to see the changes towards more masculine household product commercials versus more feminine high tech commercials for products like for example 3D TV and cable ads and what about more feminine beer commercials ? (I love a good beer but I never drink "Dos Equis")"  Ref: "My cart belongs to daddy?"

Carlsberg has focused on a design style similar to wine bottles to attract a design conscious audience. The design gives me additional associations to some high end water bottle brands, Bauhaus style and  1960's pharmacy labels and early days newspaper ads.

But where is the femininity ? Why have they chosen a male voice-over on the TV commercial ? - which insist natural beauty needs no makeup (absolutely fantastic! - but the well known fact is men saying this more often than women). What came first, the beer or the bottle ? (is it only skin deep) The design may be to attract women, if so with a distinct masculine embrace. 

Isolated I like the simplistic beauty of the design and another important aspect is if course to evaluate the different geographical world markets it will be introduced to. Consumer preferences in regards to design varies around the globe even under the same influence of main global fashion trends. It's going to be interesting to see if this beer brand will take a bigger sip out of the female beer market and who knows maybe the design will just as well be a hit amongst men ?  I hope Carlsberg will have success with its newcomer;a manufacturer famous for its tradition and taste in beer making. The beer will be introduced in it's homeland Denmark, then launched in northern & western Europe, following Eastern Europe and Asia during 2011 and 2012. 

Whether you're a beer drinker or not, male or female what do you think about the design ? Leave a comment!

To read more: Carlsberg crafts beer with ladies on their mind