Title	CARLSBERG BEER BEAUTY
Brand	CARLSBERG
Product/Service	CARLSBERG BEER BEAUTY SERIES
Category	A06. Events & Experiential (incl. stunts)
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
Kristoffer Gandsager	Cp/B Scandinavia	Creative Director
Mathias Birkvad	Cp/B Scandinavia	Strategic 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 Campaign

These days, quality ingredients are something most people associate with craft beer. But Carlsberg, the world’s fourth largest brewing company, has always used the finest barley, hops and yeast. We needed to find a way to make the story of Carlsberg’s quality ingredients famous again. Insight: We learned that the main ingredients in beer – barley, hops and yeast – contain lots of Vitamin-B, collagen and silicum, which are said to be good for your hair and skin. Solution: The Beer Beauty grooming series for men consists of shampoo, hair conditioner and body lotion. And each product contains no less than 0.5 liters of actual Carlsberg beer, freeze-dried and mixed with all organic ingredients. 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.

The Brief

The goal of the campaign was to highlight Carlsbergs use of high quality barley, hops and yeast and the properties of the ingredients. We researched the ingredients and found out that they contain lots of Vitamin-B, collagen and silicum, which are said to be good for hair and skin. We also found out that using beer for beauty purposes is actually a well kept beauty secret used by many celebrities. In order to make sure that we were on the right track we also launched research about male grooming habits and found out that there really was a need for a more distinctly male grooming series.

Execution

In collaboration with Carlsberg Lab we a experiments on how to extract the barley, hobs and yeast from the Carlsberg Larger beer, in order to use them in a beauty series. We found out that by dry freezing the beer we could preserve all the vitamins and collagen, and the beer powder showed to be perfect for beauty product production. We took the beer powder to organic beauty product producer Urtegaarden, and together with the company’s product development team, we developed a beauty series for men. We did the packaging, and Urtegaarden did the content. The process was documented through a short-film, which was used as apart of a PR-kit containing a press release, pack-shot images and video footage to launch the campaign. On a Carlsberg.com landing page the project was outlined and the PR-kit available for download. At the Carlsberg web-shop consumers could buy the product series for worldwide delivery.

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.

The Strategy

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.