Cannes Lions

THE ANTI-SOCIAL,SOCIAL GLASS

JWT BEIJING, Beijing / CARLSBERG / 2015

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Overview

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Credits

Overview

Description

Carlsberg brand vision has always been “that calls for a Carlsberg”, which means getting people together to bond.

Through this promotion, Carlsberg look to rejuvenate the beer moment and overcome the many technology distractions today.

To do that, we reinvented the traditional beer glass into a social bonding tool and introduce it via a promotion over a period of 3 months in which purchases of Carlsberg beer were served with the glasses.

Execution

We re-examine the typical drinking session to see how we can elevate the social aspect of it without making things overly complicated or overturning the tradition.

We landed on the beer glass, which is the focus of any beer moments and looked to see if we can reinvent it. By experimenting with various ways in how a drinker can use the glass, we came up with a new design that consists of a rounded base design.

With the rounded base, drinkers are not able to put down the beer unless they ask their friends for their help with their glasses, thus stimulating socializing and fun through the glasses.

And this in turn goes back to the brand values of bringing people together to have fun and socialize through beer drinking.

Outcome

Drinking behaviors and attitudes were changed during these social moments, as drinkers interacts with the glasses and each other, putting the focus back onto the beer, Drinking sessions were also more frequent and longer as reported by the promoters from Carlsberg.

The glasses were served at Carlsberg pubs all over China. During the promotion period, the response was overwhelmingly positive, with 200 glasses stolen during the campaign.

More importantly than beer sales, is that beer drinking is more social and fun again with Carlsberg. Keeping Carlsberg the no. 1 beer brand in China.

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