Carlsberg Asia is utilizing celebrity ambassadors, including Robert Pattison and Blackpink, to maintain brand relevance and engagement within the Asian market. The company’s commercial VP explains the strategy.
Arindam Varanasi, Carlsberg Asia’s commercial VP, discussed the importance of partnering with local and regional celebrities. According to a recent report by drinks_business, these ambassadors are key to ensuring that Carlsberg “remain[s] part of the conversation.” The company has been actively engaging high-profile figures like actor Robert Pattison and the K-pop group Blackpink in its marketing campaigns throughout Asia.
The article highlights how celebrity endorsements help Carlsberg connect with consumers on a more personal level, boosting brand visibility and fostering stronger relationships. While specific campaign details weren’t provided, Varanasi's statement emphasizes that these partnerships are not merely promotional but integral to maintaining ongoing dialogue with the target audience in a competitive beverage market.
The post originally appeared on thedrinksbusiness.com.
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