Carlsberg needed to significantly increase purchase in Australia. The challenge was in leveraging the global campaign theme, ‘That calls for a Carlsberg’. We needed to create an effective promotional idea and mechanic that aligned with the global strategy whilst being relevant to the Australian market.
Using social media, Digital and in-store, we invited Australians to ‘Unbottle their passion for sport.’ Tapping into Australia’s love of sport, we offered sports related prizes that certainly ‘called for a Carlsberg’.
Carslberg experienced a two-fold increase in units sold compared to their previous promotion.
