DESIGN and branding agency Uniform is helping beer giant Carlsberg promote its new image.

Carlsberg Group this month launched an international makeover for its flagship Carlsberg beer in a bid to boost sales.

Liverpool agency Uniform has created a promotional display centre to promote the new-look brand.

The “360° brand experience”, which was launched in Liverpool One this month, features a seven-metre dome where shoppers can sit and enjoy a beer while a film of football freestyler Daniel Cutting is projected across the roof and walls.

Uniform’s film also promotes some of Carlsberg’s other brand messages, including “only natural ingredients” and the new slogan “That calls for a Carlsberg”. Liverpool was chosen because of the city’s long footballing connection with Carlsberg, which sponsored Liverpool FC from 1992 to 2010.

Tim Sharp, design director at Uniform, said: “The experience celebrates the long-standing relationship between Carlsberg and this famous footballing city.

“We wanted to amplify the brand messages of quality, heritage and premium, in an entertaining and engaging way. It’s about activating the brand through an experience that people can relate to and enjoy.”

Carlsberg wants to promote its lager to young drinkers while still celebrating its heritage.

Jørgen Buhl Rasmussen, Carlsberg's chief executive, said that while the beer’s green logo was known all over the world, its sales figures did not match its brand recognition.

He said: “Although international recognition is good, it is not enough.

“We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”