00:00Life is short, and really short, so we don't have time to waste, and you have to fulfill your dreams.
00:06And my dream was to become CMO, because I love marketing, and I wanted to show what I can do there.
00:16A personal event happened to me where I got really sick, and I had that moment when I entered a surgery room, not knowing if I would get out of it.
00:25The idea of risk changes dramatically. I mean, that what you thought was risky before, what I thought was risky before, suddenly became trivial.
00:33Three weeks after I woke up, I got a call from Carlsberg, and that's when I thought, why not? That's your dream.
00:39Copenhagen is a great place. I love the values of my new company, in terms of legacy, in terms of authenticity, in terms of diversity.
00:48And I love this category, that is a mix of fun, and of sport, and I'm a huge sport fan.
00:55So I decided to go, and I don't regret it. I'm very happy.
00:59Marketing has to become an engineer of growth, and not a cost center.
01:03So the why behind marketing is not to develop great communications or great innovation, it's to accelerate the growth of the company.
01:09So I'm trying to, and I want to establish marketing as the key engine of growth for Carlsberg, and we've aligned that vision with Jacob, my CEO, and with our board.
01:20So that's what I'm doing now.
01:21So the ambition is simple. We want to become the best marketing team in the world.
01:27I have the palais behind me.
01:28I hope that four or five years from now, we'll end up on stage to celebrate the fact that we are marketers of here.
01:34And that's what we are doing.
01:35So we engaged the team right away, and that's the ambition that I put in front of them, literally the first day when I started.
01:42First, it's not about beer. It's about beverages.
01:45And it's really, we need to think about the needs of consumers in a way that is far more holistic.
01:51People have to drink eight cups a day if we want to survive, which is a fantastic opportunity for us if we think about it.
01:58The more people on this planet, the more liters of liquids are being drank.
02:03But they're not going to drink only alcohol every day, so they will drink a variety of beverages, and we need to tap into that opportunity.
02:11That's why recently we acquired a company like Britvich in the UK because we want to diversify our portfolio.
02:18However, when it comes to the beer category, it's time to reinvent the beer category and to do what I think yogurt did extremely well.
02:27Yeah. 20, 30 years ago, yogurt was mainly plain.
02:32I would say maybe a little bit boring.
02:34And if yogurt will have remained plain only, I don't think the category will be doing so well today.
02:40And today it is doing well because if you go to a shelf, you have plenty of different variants of yogurt with functional benefits,
02:47with great flavors, with a huge diversity of texture, and they are thriving.
02:51And that's what I want to bring to the beer category.
02:54This diversity and this new way of looking at beer, an example of who said that beer has to be bitter.
03:01And we know that bitterness is the challenge for the young generation, so up to us to do something different.
