Carlsberg: Carlsberg Beer Beauty [video]

Credits & Description:

Client: Carlsberg
Product: Carlsberg Beer Beauty Series
Entrant: Cp+B Scandinavia Copenhagen, Denmark
Title: Carlsberg Beer Beauty
Product/Service: Carlsberg Beer Beauty Series
Entrant Company: Cp+B Scandinavia Copenhagen, Denmark
Advertising Agency: Cp+B Scandinavia Copenhagen, Denmark
Advertising Agency 2: Cp+B Scandinavia Gothenburg, Sweden
Production Company: Nobody Copenhagen, Denmark
Creative Director: Kristoffer Gandsager (Cp/B Scandinavia)
Strategic Director: Mathias Birkvad (Cp/B Scandinavia)
Senior Copywriter: Gustav Johansson (Cp/B Scandinavia)
Creative Director: Markus Lindsjö (Cp/B Scandinavia)
Senior Art Director: Mark Rif Torbensen (Cp/B Scandinavia)
Art Director: Kris Bengtsson (Cp/B Scandinavia)
Designer: Mattias Nordenham (Cp/B Scandinavia)
Design Director: Signe Bjerregaard (Cp/B Scandinavia)
Public Relations Manager: Sofia Brockenhuus-schack (Cp/B Scandinavia)
The Brief
Carlsberg, the world's fourth largest brewing company, has always used the finest barley, hops and yeast in order to make it's world famous lager. But in recent years, quality has become something most people associate with craft beer. We needed to find a way to make the story of Carlsberg's high grade ingredients famous again. So we turned to a popular beauty secret – that beer is actually good for your hair and skin – and decided to break into an industry obsessed with exotic ingredients: The beauty industry.
Campaign Success
We learned that the main ingredients in beer – barley, hops and yeast – contain lots of Vitamin-B, collagen and sillicum which are good for hair and skin.
We also launched research that suggested that a lot of men would feel more comfortable buying beauty products from a manly brand like Carlsberg. Based on those facts we wrote the story about Carlsberg's new Beer Beauty series for men and used mainly PR efforts to spread the word. Major newspapers and TV-channels from all over the world picked up the story and millions of social shares made the story spread like wildfire.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Carlsberg Beer Beauty Series for Men managed to get people all over the world to start talking about the quality and craft of Carlsberg once again. With a calculated 851 million media impressions, and more than 8.000 tracked media publications (Paper, TV, online) the message travelled the world, covering all Carlsberg’s markets.
For the first time ever, Carlsberg had answered the question to is strategic communication platform “What if?” with an actual product launch. The series sold out, and is now produced in larger scales to be sold in retail stores. It seems that people are more than happy to pay more than EUR 60 a series to engage with the Carlsberg message of the quality of its barley, hobs and yeast! Please shower responsibly.
Explain why the method of promotion was most relevant to the product or service
We wanted to promote the high quality ingredients of Carlsberg lager in a new way. And based on the surprising insight that beer actually has beautifying properties, we developed a new line of male grooming products named Carlsberg Beer Beauty – each product containing no less than 0.5 liters of freeze-dried Carlsberg beer – and used the products themselves as our main promotional tool.