Ringnes Lettøl

Agency: JDO, UK
Client: Ringnes
Project type: Commercial
Location: Launch in Norway

JDO launches low alcohol beer with Carlsberg owned Ringnes

JDO Brand & Design has continued its partnership with Carlsberg owned Ringnes in Norway to create a pack design for a low alcohol variant for the Ringnes beer brand. Named Lettøl, or ‘light beer’ in Norwegian, the new beer is a 2.5% ABV pilsner.

With an increase in health awareness and the resurgence in demand for low alcohol beers in Norway, the brewery saw an opportunity to launch the Lettøl variant under the Ringnes brand. Norwegian consumers are looking for a great tasting beer but one with a lower ABV that is suitable for occasions such as family gatherings and work events. To help drive the launch, Ringnes decided to introduce the new product in a unique format. The 0.33l can provides a smaller and more convenient pack solution to the standard 0.5l can and 0.33l glass bottle sold by competitors.

JDO was briefed to develop a design across both the can and six pack shrink-wrap that would sit comfortably within the existing Ringnes portfolio. Strong shelf standout was key, so JDO built on the strong central circle device to communicate the low ABV, also reinforced with the large, contemporary ‘Lettøl’ typography up the side of the can.

Paul Drake, JDO creative director said, “We have remained true to the category code of green but in a unique and ownable way. In developing the Lettøl variant, we wanted to remind consumers of the brand’s heritage but build on its well known design equities in an appropriate way.”

Christian Groth Kjellsby, Ringnes brand marketing manager commented, “JDO has succeeded in developing a distinct design that has great stand out on shelf, critical in a dark market where the pack is our sole vehicle for communicating with consumers. We need to attract their attention and clearly communicate what the product is, whilst also staying true to the brand.”

Maria Brennondden, Ringnes innovation manager added, “Product recognition is high, the Ringnes endorsement is clear and it’s easy for consumers to understand that Lettøl is a low alcohol beer. JDO’s design does the product justice and will, we’re sure, help increase its success.”