关注点采用的第二个变化是产品的包装。据了解，大众熟知的嘉士伯旧的绿色流行标志并不足以吸引消费者来提高公司的生产效率(Stead et al.， 2014)。该组织在产品的包装上投入了大量资金，并推出了瓶子的压花包装。创新的压花包装具有现代化的图形特色，目前已在全球140个市场使用。嘉士伯啤酒的酒瓶已经变成了带有新颈形标签的浮雕酒瓶，无论大小，这都是每瓶啤酒的主要设计。品牌名称采用椭圆纸标签印刷(Carlsberggroup, 2016)。该公司实施这种包装策略，只是为了给瓶子带来不同的外观，并影响新一代消费者。嘉士伯公司的营销团队使用了350种不同的创意材料来重新推出公司的产品。其中包括90秒的电影广告和销售意见部分(Carlsberggroup, 2016)。
The second change that was adopted by the concern is the packaging of the product. It has been revealed that the old green popular logo of the Carlsberg known to the people was not enough enchanting to attract the consumers to increase the productivity of the company (Stead et al., 2014). The organization has invested a huge amount in the packaging of the product, and introduced the embossed packaging of the bottles. The innovative embossed packaging has the modernized graphic distinctiveness which is being utilized across the 140 markets of the world. The bottles of the Carlsberg beer has become embossed bottles with the new neck shaped label, which is the prime design of every bottle irrespective of sizes. An elliptical paper label has been used to print the brand name (Carlsberggroup, 2016). The firm has implemented this packaging strategy just as to bring a difference in the looks of the bottles and influenced the new generation consumers. The marketing team of the Carlsberg Company has used the 350 various creative material for the re-launch of the products of the firm. The 90 seconds film spots and the opinion of sale section are included in them (Carlsberggroup, 2016).
The ad film has shown the new graphics of the packaging and the embossed bottle which has followed 55 production lines. The soundtrack that is used has also been unique and different styles, and tempos are used to make it public through the various channels all through the world. The development of the marketing has used a single song for a single market for the investment of £250,000, which is cost saving for the company (Carlsberggroup, 2016). The creative idea of using the ad films and online films is made to visualize to fit the humour of the brand. The marketing campaign has been developed and implemented in such a way to push the quality and finest positioning of the product. The campaign has been launched in the UK, Ireland, Sweden and Denmark.The campaign has taken the attempt of making the New Carlsberg Brewhouse transferred into the Brand and Experience Centre that has focused on attracting 5,00,000 visitors each year. The company has been announced to sponsor the UEFA EURO 2012, which is considered to be the part of the repositioning campaign of the product (Carlsberggroup, 2016).