In this week's pod, Nikola Maravić, Global Marketing Director at Carlsberg, and Jamie Holton, Strategy and Innovation Partner at Haynes McGregor tell the story of 1664 Blanc and how they've connected the worlds of design, art and fashion.

In the latest episode of the MAD//Pod recorded at this summer’s MAD//Fest 2024, Nikola Maravić, Global Marketing Director at Carlsberg, and Jamie Holton, Strategy and Innovation Partner at Haynes McGregor, discuss the challenges and strategies behind managing global brands and campaigns in the beer industry. Nikola explains that his role as the "Global Brand Guardian" involves overseeing brand strategy and global growth initiatives for Carlsberg. 

The discussion touches on the broader strategy of 1664 Blanc, a brand that aims to transcend traditional beer marketing by tapping into lifestyle elements like design, art, and fashion. The pair highlight how the brand has been pushed into different markets by creating a universal message, balancing Carlsberg’s French origins with global appeal. Nikola speaks to the importance of finding "white space" in the market, positioning 1664 Blanc between everyday beer and more expensive options like champagne and cocktails.

Nikola also mentions the growing non-alcoholic beer trend, noting that while it’s not seen as a threat. In fact it’s an opportunity for Carlsberg’s 0.0% products. Finally, both Nicola and Jamie highlight bold marketing examples, with Nicola reflecting on artistic collaborations, while Jamie praises the success of Moth Drinks for their innovative approach to canned cocktails.

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