“呼唤嘉士伯”运动是对公司进行重新定位，以实现成为全球运营增长最快的啤酒公司的野心(Hatch et al.， 2015)。该活动于2011年4月5日宣布，旨在满足当代啤酒饮用者的需求。虽然嘉士伯是嘉士伯的品牌，但是全世界都知道，嘉士伯的销售价值并不能通过它的知名度来衡量。为了提高嘉士伯的生产效率，嘉士伯产品的重新定位变得非常必要(Grunig & Morschett, 2012)。该组织正在利用品牌价值，它甚至存在于今天的啤酒爱好者的头脑中。通过使用“呼吁嘉士伯”(Carlsberggroup, 2016)这句口号，这种担忧与现代一代联系在了一起。公司发现有必要与现在这代人合作，他们过着非常快的冒险生活，已经养成了立即做事的习惯，更喜欢探索生活中的新冒险(Schultz & Hernes, 2013)。
为了与这一代人建立联系，公司进行了许多创新，包括技术创新、浮雕包装和整合营销传播。创始人J. C. Jacobson先生在工作中对创新的选择一直是一个敢于冒险的人，他深知创新是将产品变成人们日常需求所必需的(Carlsberggroup, 2016)。技术创新是通过科学发明在啤酒的制备过程中进行的，雅各布森在1876年生产第一个清洁酵母时就已经实践了这一技术创新，使啤酒的制备具有创新性和革命性。为了在产品质量上带来一些革命，并给它一个创新的味道，使用了一种新型大麦称为零氧大麦。Null-LOX大麦有助于使产品高产，此外，它提供了更好的泡沫，并有助于保持饮料的新鲜更长的时间(Mattila et al.， 2012)。在口味上的创新是由零氧大麦与快速排水酵母的组合。
The campaign of “Call for Carlsberg” is the repositioning of the company to fulfill its ambition of becoming the fastest growing beer company operating throughout the world (Hatch et al., 2015). The campaign was announced on the 5th April 2011 with the intention to meet the requirement of the present generation beer drinkers. Though the brand of Carlsberg it is known to the whole world that the sale value of the company could not be measured on the basis of its popularity. The repositioning of the product of Carlsberg becomes very necessary in order to increase the productivity of the company (Grünig & Morschett, 2012). The organization is utilizing the brand value, which has existed even today in the minds of the beer lovers. By using that the concern has connected to the modern generation with the tagline “Call for Carlsberg” (Carlsberggroup, 2016). The company has found the need to collaborate with the present generation, who lead a very fast and adventurous life and have earned the habit of doing things instantly, preferring to explore the new adventures of life (Schultz & Hernes, 2013).
To connect with such a generation, the company has innovated many changes that include the technological innovations, embossed packaging and integrated marketing communications. The founder Mr. J. C. Jacobson has always been adventurous in the choosing the innovation in his work and so understood that innovation is required to bring the product to be the daily requirement of the people (Carlsberggroup, 2016).The technological innovation is made in the preparation of the beer through the scientific inventions, which has been already practiced by Jacobson in the year 1876 while producing the first clean yeast, which was used to make the preparation of beer innovative and revolutionized. In order to bring some revolution in the quality of the product and to give it an innovative taste, the use of the new type of barley called the Null-LOX Barley. The Null-LOX barley has helped to make the product high-yielding and additionally, it provides a better froth and helps to keep the drink fresher for a longer time period (Mattila et al., 2012). The innovation in the taste of the drink is produced with the combination of the Null-LOX barley with the fast-acting draining of yeast.