Our next installment of ‘If Carlsberg did’ activity broke yesterday with the launch of the world’s first ever beer-serving poster at The Truman Brewery in Shoreditch. For one day only, the public were able to pour themselves a Carlsberg direct from the poster, which was embedded with a Carlsberg tap and a stack of glasses. As you’d expect, the announcement of free beer coupled with a burst of early summer sun caused quite a commotion, with punters queuing from midday right through to the evening.
The twist on the traditional poster, which is also being supported by a social media drive, quickly became a hit with folks lapping up the chance to boast about the one-off experience with their peers on their social profiles. Coverage was gained in Sun online, Mirror.co.uk, Metro, The Telegraph online, the Guardian, Time Out London and internet phenomenon, The LAD Bible. This form of creative advertising even saw global attention, generating fans all over from Ireland, to Ukraine, to France and Russia. American weekly news magazine TIME were also keen not to miss out on the beer hysteria. Probably the best poster in the world? No need for ‘probably’ anymore it seems…
Dharmesh Rana, Senior Brand Manager at Carlsberg Group comments: “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising. ‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”
Our Executive Creative Director, Ryan Newey, adds: ‘‘If Carlsberg did’ is an iconic property. Our challenge was to take something that is already so well known and bring it to life in a way that will engage today’s consumer. Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.’
It’s been a busy few weeks at the Carlsberg newsroom, we’ve been on the pulse hijacking news and social trends with ‘If Carlsberg did’ memes, and more recently pulled off an April Fools’ Carlsberg drone stunt, but believe us when we say we’re only just getting started!
See the Carlsberg beer poster in action here.