UPDATE 2-Carlsberg calls for new slogan to boost profits

* Creates new slogan: "That calls for a Carlsberg"

* Brewer says sales do not match brand recognition

* Expects Carlsberg brand profits to double by 2015

* To introduce new packaging in more than 140 markets

(Adds details, quotes, analyst)

COPENHAGEN, April 5 (Reuters) - Danish brewer Carlsberg A/S (CARLb.CO) said its new global slogan -- "that calls for a Carlsberg" -- and fresh packaging will boost sales of its Carlsberg beer, doubling its flagship brand's profits by 2015.

The world's fourth-biggest brewer, with more than 500 brands -- including Russia's Baltika and France's Kronenbourg -- has one of advertising's most famous taglines: "Probably the best beer in the world", originally voiced by actor Orson Welles.

Chief Executive Jorgen Buhl Rasmussen said in a statement that while Carlsberg's green logo is known around the world, its sales do not measure up to its brand recognition.

Carlsberg, whose original logos have included an elephant, and whose beer featured in the film Ice Cold in Alex, said it will introduce new packaging for the beer in more than 140 markets.

It wants to encourage consumers "to step up and do the right thing" and reward themselves with a Carlsberg for their efforts with a new slogan: "That calls for a Carlsberg."

Carlsberg said it hopes the new branding will help it reach its goal to become the fastest-growing global beer company.

"Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits," the company said.

"This does not prompt us to change our forecasts as the development was already included in management's medium-term EBIT margin target of 20 percent. But we foresee lots of positive international media coverage in the coming days," Nordea Markets analyst Hans Gregersen said in a note to clients.

"Although international recognition is good, it is not enough," Rasmussen said in the statement. "We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers."

The new branding effort will rely on a variety of media, with a new television advertising campaign to be launched throughout 2011, Carlsberg said.

The brewer also announced a design competition to transform its New Carlsberg Brewhouse and famous Elephant gate in Copenhagen into an attraction that it hopes will attract 500,000 visitors a year. It said the results of the competition would be announced in 2012.

Shares in Carlsberg were up 0.6 percent at 0850 GMT, outperforming the STOXX Europe 600 food and beverage index .SX3P which little changed. (Reporting by Mette Fraende and Teis Jensen; writing by John Acher; Editing by David Holmes and Louise Heavens)