Title	THE REBREW PROJECT
Brand	CARLSBERG FOUNDATION
Product/Service	CARLSBERG BEER
Category	C05. Influencer Communication & Social Amplification
Entrant	CP+B SCANDINAVIA Copenhagen, DENMARK
Idea Creation	CP+B SCANDINAVIA Copenhagen, DENMARK
Media Placement	BE ON (AOL NETWORKS) Copenhagen, DENMARK
PR	CP+B SCANDINAVIA Copenhagen, DENMARK
Production	WARNER MUSIC DENMARK, DENMARK

Name	Company	Position
Kristoffer Gandsager	CP+B Copenhagen	Creative Director
Mathias Birkvad	CP+B Copenhagen	Strategic Director
Martin Klein Sørensen	CP+B Copenhagen	Designer
Mark Rif Torbensen	CP+B Copenhagen	Senior Art Director
Cathrine Understrup	CP+B Copenhagen	Art Director
Sofia Brockenhuus-Schack	CP+B Copenhagen	Project Manager
Thomas Busch	A Matter Of Business	Producer
Jesper Ærø	Warner Brothers	Film Director

The Campaign

In 2014, the scientists at the Carlsberg Laboratory had made an extraordinary discovery. They’d succeeded in recreating the very first purified yeast from a few living yeast cells that quite surprisingly had survived 133 years in a beer bottle from 1883. This gave us the idea to re-brew the original lager that founded the entire modern beer-industry. To get beer bloggers and other beer enthusiasts interested in the project, we knew we had to brew the beer in the most authentic manner. So we went into the brewery’s archive and found from old, detailed descriptions of the original lager’s ingredients, recipes and techniques, and used this to brew the beer in the exact same way and with the exact same ingredients as in 1883.

Execution

In May when the brew was done, we kicked off the project by inviting beer bloggers and key international journalists to Copenhagen for the very first tasting. After the event, we continued with a broader PR outreach to beer bloggers and news and lifestyle media. On the day of the PR event, we opened the campaign site where consumers would be able to read more about the rebrew and sign up for local tasting events. In the weeks after the launch event, we gave the beer away to prominent figures like Steve Hawkins, which generated further buzz around the campaign. In August, we began the Rebrew Tour consisting of tasting events across Carlsberg markets giving local media and consumers who’d signed up, the opportunity to taste the beer. Lastly we made a TV documentary about the rebrew project, which has been sold and will air in 2017.

The story spread across the globe from beer influencers to the broader media, generating a total of 700M+ impressions. But most importantly, the campaign generated a large number of lengthy, in-depth articles about Carlsberg’s quality in the most trustworthy sources within the category: beer blogs. The campaign got beer influencers and consumers across all of Carlsberg’s markets to talk about the quality of Carlsberg once again. As a result of the campaign, the brand’s quality perception grew by 200% and purchase preference grew by 100%.

The Situation

By re-brewing a 133-year-old beer in the most authentic manner possible, and inviting key global beer bloggers for the very first tasting, we managed to spread the story of Carlsberg passion for quality through lengthy and detailed articles written by some of the most trustworthy sources within the industry.

The Strategy

The target audience of the campaign was men aged 25-34 - the biggest beer consumers worldwide. The target media was mainly beer bloggers, but also global lifestyle and news media. The campaign was divided into two waves. The first wave was kicked off with a big PR event in Copenhagen for beer bloggers and key news and lifestyle journalists. Here the aim was to spread the story and the campaign CTA of encouraging consumers to sign up for local tastings. In addition to the PR event we also shared the beer with prominent figures like Steve Hawkins, which generated further buzz around the campaign. The second wave included local tasting events across Carlsberg markets for local media and those consumers who’d signed up on the website.