Following a restructuring of the teams at Carlsberg Denmark, the AFB Team (Alcohol free Beverages) needed to fully manifest themselves, their brands and their offering internally and to partners.
Assignment: Develop a department manifesto to further our internal partnerships and collaborations along with a brand catalogue, for internal and external use.
Solution: Stakeholder interviews both with the department along with all partnering teams, to highlight needs along with any communication challenges and perceptions around the AFB team – all to properly lay out the content of the manifesto, ensuring it would actually be useful. Delivered a findings presentation to the team, including input on activating AFB products.
Developed a manifesto including writing up the reason to be, responsibility, drawing up the structure and defining when to lead with specific brand or category in communication.
Developing the brand catalogue including creating 1- pagers for each brand along with defining role to play in the brewery’s AFB efforts.
Trine Keller-Andreasen 