The effect of the COVID lockdown on beer sales was sudden and dramatic. While off-trade sales rose, the on-trade was wiped-out overnight, threatening the viability of many venues.

Carlsberg suffered a 6.8% decline in sales during Q1 2020 resulting from bar closures globally. The brand needed a way to mitigate short-term loss of sales, and secure long-term brand health.

We had two tasks:

1. With sales entirely reliant on the off-trade, activate this channel to drive an immediate sales uplift. Without appearing to cash-in on the global pandemic, or encouraging excessive consumption, something commentators had linked to lockdown.

2. Develop an initiative that helps build the Carlberg brand in the long-term, particularly among younger, male beer-drinkers. An important group given they represent a large proportion of immediate and future category value. Winning their allegiance during lockdown would be key to Carlsberg’s future success, particularly given the expected economic uncertainty.

Carlsberg Adopt A Keg – Helping bars come back stronger.

COVID-19 struck meaning the closure or bars the world over. This was bad for the bars, for their customers and for Carlsberg. These were the places that helped build Carlsberg, places people called their second home, and something needed to be done.

Rather than coming out with empty words of support, like ‘lets stay stronger together’ Carlsberg conceived a way to sell more beer and at the same time help the bars come back stronger after lock-down.

How? By adopting your very own virtual beer keg of course.

Every time someone bought a Carlsberg at home, they could adopt and fill up their own virtual keg. Once full, the free beer would be waiting for the customers at the bars once doors opened again.

Can we drink like there is a tomorrow? Probably.

No one cares what you think about COVID.

Byron Sharp commented on marketers “embarrassing arrogance” to think people cared what they had to say about COVID.

While we couldn’t afford to "wait, and save your money", we saw the need to do (not just say) something to help consumers during lockdown.

Support a shared cause

We identified a shared interest that helped people while simultaneously keeping sales and the brand alive. The survival of bars gave Carlsberg a relevant and distinctive role to play.

Don’t dwell on the problem

Carlsberg’s witty tone was used to stand out and bring some levity, when many brands followed the same sad and supportive tone.

Tap into existing behaviours

There was an opportunity to be part of people’s experience drinking at home.

A mobile web app was chosen to help with speed of production and reduce barriers to entry. All content was mobile first.

In film a lonely keg became the symbol for hope and optimism, as consumers were encouraged to adopt a keg and help the bars come back stronger.

People signed up via a web app to create a virtual keg, which they filled by scanning shop bought Carlsberg. Once full it could be redeemed for free beer in bars once they re-opened.

This campaign started as a loyalty programme, whilst helping build the brand for the future. In Malaysia, it evolved into an e-commerce platform enabling consumers to purchase a virtual keg directly from the platform.

This effectively created a beer e-wallet, giving consumers more ways to support bars.

The campaign developed a new long term revenue stream whilst collecting sizeable first-party data.

The work ran in Denmark, Malaysia, Singapore, Australia.

Across TV, OOH, Digital, In-store

Briefed and produced in 2 weeks, it went live Apr 20th running for 3 months.

Brand and Campaign Results

42 million impressions

5.13 million views

In Malaysia, campaign awareness was 131% versus target, and earned media valued at USD$235,240.

In Denmark the film had a VTR of 38.66% on YouTube and 79% on web-TV, both above industry benchmarks. On a brand level, 62% agreed that it shows ‘Carlsberg takes the lead’, while 68% said the brand ‘stands out from other beer brands’.

Business Results

Denmark signed up 2000 users in 24 hours, and 15,623 active users in 4 weeks (156% target).

Malaysia achieved 18,000 active users (180% target) who redeemed 140,000 beers.

The e-commerce platform in Malaysia generated significant revenue. 1000 virtual kegs were adopted, worth USD$120,467.

A limited edition ‘red keg’ was subsequently created to celebrate Liverpool Football Club’s Championship win. In its first week, the available 200 kegs sold out. The promotion was extended, selling 1000 kegs, generating USD$120,467 revenue.