Category G01. Local Brand
Entrant ABBY PRIEST Stockholm, SWEDEN
Idea Creation ABBY PRIEST Stockholm, SWEDEN
Production NADA FILM Stockholm, SWEDEN
Name Company Position
Oskar Hellqvist Abby Priest Creative Director
Danielle Kisch Abby Priest Project Manager
Anders Hellström Abby Priest Creative
Pontus Widell Abby Priest Creative
Andreas Morne Abby priest Account Director
Patrick Igevad Abby Priest Content Manager
Marcus Rönne Nada Films Film Director
Joakim Wijk Nada Films Film editor
Shawn Carmody Lightning Packs Operational Consultant
Lawrence Rome Lightning Packs Head Engineer
Rebecka Welander Abby Priest PR Consultant

Why is this work relevant for Direct?

Arboga BeerPack is a campaign created specifically for a nature-loving target audience. From awareness through PR, to demos and sales activations of the product, each touch point was optimized to generate commercial success and strengthen brand/customer relationships.


Arboga is one of the most well-known beer brands in Sweden and drives a lot of engagement both offline and online. Unfortunately in the last few years Arboga has been battling with negative associations and the wrong kind of online engagement as the product has become somewhat synonym with excessive drinking. To reposition the brand and create a new kind of brand experience we launched a new strategy designed to move the brand to a more healthy and moderate context: hiking and outdoor. Signed off by a new tagline ”Best served, well-deserved.” In spring 2019 Arboga Brewery launched a campaign to reinforce their new strategy, create brand engagement to increase sales and activate their target audience.

Describe the creative idea (30% of vote)

Is there anything better than a beer in front of the campfire after a day in the woods? Yes. A cold and unshaken beer infront of the campfire after a day in the woods. To reinforce Swedish brewery Arboga’s new brand strategy, focusing on an outdoor lifestyle, we teamed up with innovative startup Lightning Packs and launched the most important innovation since peanuts – Arboga BeerPack. Arboga BeerPack is a unique backpack using technology developed for the American army to solve the biggest challenge in the outdoor lifestyle; bringing beer on the hike. The backpack, which is optimized to carry 6 Arboga Original, reduces the beer’s impact on back and shoulders by up to 86%, at the same time as it keeps the beer cold and unshaken all the way to the campfire.

Describe the strategy (20% of vote)

Arboga BeerPack is a campaign created to reinforce the brand strategy to get rid of negative brand associations by moving the brand to a more moderate context; hiking and outdoor. Knowing that our target audience loves being in the outdoors we decided to walk up hill, down dale and create a direct response campaign solving a problem that’s been bothering the outdoor community since forever; bringing beer on the hike. Because even though a remote mountain peak is the perfect location for enjoying a cold beer, it’s a challenge getting it there. Beer is fragile cargo, not suitable for rough terrains that shakes it and increases the risk of foam explosions. Furthermore, hikers are all about packing light. And when grams matter it’s hard to justify the delicious but unnecessary luxury of a couple of beers. The target audience was urged to ”Get the Arboga BeerPack now” at

Describe the execution (20% of vote)

To help thirsty hikers transport beer to campfires we teamed up with innovative startup ”Lightning Packs”. Repurposing technology developed for the American army we created Arboga Beerpack – a backpack that makes it easier than ever to carry 6 Arboga. In the campaign, spanning from May 15th to July 15th (2019), the unique backpack was launched through social media, PR, a physical event demo and a campaign site where a limited edition of the backpack were available for sale. On Facebook and Instagram the backpack was launched with a series of videos in different edits which were A and B tested on the audience (20 – 40 year-old outdoor-loving Swedes) to optimize the impact. In the PR launch selected target media and influencers within the outdoor, hiking and hunting segment were invited to an event to test the backpack and interview the engineers behind the ground breaking backpack.

List the results (30% of vote)

KPI 1: 0,5% sales increase increase of beer during campaign period (sales tertial 2, 2019) Results: 8% sales increase increase of beer – exceeding target by 750%. KPI 2: 6% organic reach in social media (Facebook & Instagram). Results: 18% organic reach in social media – exceeding target by 200%. KPI 3: 1% brand engagement rate on social media (Facebook & Instagram). Results: 5,9% brand engagement rate on social media – exceeding target by 490%. KPI 4: 10 inserts in relevant target media. Results: 25 inserts in relevant target media – exceeding target by 150%. KPI 5: 30% of limited edition backpack stock sold in custom web shop. Results: 100% of limited edition backpack stock sold in custom web shop.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Hiking, foraging and other outdoor activities have become increasingly popular in Sweden. Much due to Instagram. But also due to fact that more and more Swedes utilizes their ”freedom to roam” (a Swedish law that gives the general public right to access most public or privately owned land, lakes, and rivers for recreation and exercise). Hence, the activity of campfire socializing has become very popular in Sweden. A creative execution like this was due to resonate well on the Swedish market due to the strong local patriotism and the fact that the brand Arboga originates from the deep Swedish forests.