Title	CARLSBERG BEER BEAUTY
Brand	CARLSBERG
Product/Service	PROBABLY THE BEST MALE GROOMING IN THE WORLD
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
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

Name	Company	Position
Mathias Birkvad	Cp/B Scandinavia	Strategic Director
Kristoffer Gandsager	Cp/B Scandinavia	Creative Director
Gustav Johansson	Cp/B Scandinavia	Senior Copywriter
Markus Lindsjö	Cp/B Scandinavia	Senior Art Director/Creative Director
Mark Rif Torbensen	Cp/B Scandinavia	Senior Art Director
Kris Bengtsson	Cp/B Scandinavia	Art Director
Mattias Nordenham	Cp/B Scandinavia	Designer
Signe Bjerregaard	Cp/B Scandinavia	Design Director
Sofia Brockenhuus-schack	Cp/B Scandinavia	Public Relations Manager

The Brief

Carlsberg has always used the best ingredients to make its world famous lager, and the company has a long history of championing barley, hops and yeast. However in recent years quality has become something most people associate with craft beer. We needed to find a way to make the story about Carlsberg’s barley, hops and yeast famous again. So we turned to a popular beauty secret – that beer is actually good for your hair and skin. Due to its richness on barley, hops and yeast the Carlsberg lager is packed with vitamin-b and collagen, which are active ingredients often used in the beauty industry. So we decided to break into another industry, and make the ingredient the main focus of a very unexpected story, from one of the worlds largest brewing companies. One that would target both women – and men.

The three main ingredients of Carlsberg lager are barley, hops & yeast. Together they contain lots of Vitamin-B, collagen and silicum, which are said to have beautifying properties. It is actually a well kept beauty secret that beer can be used for beauty purposes and even some celebrities have stated that they use beer in order to get stronger and healthier hair. But in order to turn beer into an actual beauty product we needed to find a way to extract as much of the good stuff as possible, while getting rid of the alcohol (it dries your skin out) at the same time. After evaluating different alternatives together with organic cosmetics producer Urtegaarden and the Carlsberg laboratory we decided to freeze-dry the beer before mixing it with the rest of the all organic ingredients. One major concern was the smell of the beer. But thanks to the freeze-drying process we got rid of all the alcohol and created a nice natural citrus scent. The first batch of the male grooming range consisted of shampoo, hair conditioner and body lotion (3000 units) and each product contained no less than 0.5 liters of actual Carlsberg lager. Because of it's success Carlsberg is now developing a series of shaving products made from beer.

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.