Royal Unibrew has an overall objective about increasing the brand value of Royal Beer and create a long-term platform involving both consumers, retail and in particular HoReCa (bars).Therefore we decided to turn Royal into Denmark’s rock beer no. 1 and we created the ‘Thanks Rock’ project, giving new talents a chance to break through and we entered a cooperation with the rock band, Kashmir.We kicked off the project with a search for the new support band for Kashmir’s coming tour and lead-singer of Kashmir, Kasper Eistrup, designed a Royal beer can for the campaign.

As a start, we wanted to get the real rock underground involved in the project and then connect to the rest of Denmark.

The project was kick-started by a search for a new support band for Kashmir's coming tour.

That band would be given the chance to be on stage in front of a huge audience and at the same time, Kashmir would take the winners under their wings. The search was carried out via posters, PR and a website - royalbeer.tv.

In step number two Kashmir's lead singer, Kasper Eistrup, designed a beer can for Royal Beer and when you bought a beer you automatically supported Danish up-coming rock bands.

This was introduced in a TVC, which ran on national TV.

767 bands entered the competition of becoming Kashmir’s support band compared to a modest expectation of 100 bands. In just two months 'Thanks Rock' was established as Denmark’s second biggest rock competition.We had 169,000 unique visitors on royalbeer.tv.Royal Beer has had a growth of 11% in a declining market and the Royal Export beer has had a massive growth of 33% in 2010. At the same time, the biggest competitors in the beer market have lost shares.Royal Beer has become the new rock beer.