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 Carlsbergs 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 Carlsbergs 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
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.