For the past couple of years, interest in boating have been booming in Sweden, partly due to the pandemic. Unfortunately, boating season is also peak season for drowning accidents, and more often than not, alcohol is involved. 6 out of 10 who die in recreational boating accidents have alcohol in their blood, according to the Swedish Transport Agency. As a leading brewery, Carlsberg wanted to take social responsibility by raising awareness to the problem of drunk boating. The challenge was to develop a creative PR-idea that could earn the attention of the public, in particular beer consumers and boaters, to carry forward the main message: Don’t drink and boat. The primary objective was to bring about a positive change in drunk boating cases. Secondary objectives were to improve brand reputation and increase sales of Carlsberg Alcohol Free.

Carlsberg built and opened an underwater bar on the bottom of the ocean. A symbolic reminder of where you risk ending up when boating under the influence of alcohol. The sunken bar opened to the public for a limited period during peak boating season, serving the solution to the problem: non-alcoholic beer.

The bar was the symbol that made it possible to carry forward the message - Don't drink and boat - in every available channel. From the stunt activation to social media, livestream, earned media coverage, print ads and campaign material at seaside bars all over the nation.

Based on the insight that being intoxicated greatly increases the statistical risk of ending up on the bottom of the ocean, the strategy was to give the audience (adult beer consumers and boaters) an emotional understanding for the dangers of drunk boating.

This could be achieved by creating a visually striking metaphor for what could happen. Something that would generate the attention needed to raise awareness about this problem. The solution was the Sunken bar, placed 20 feet below the surface at a strategically chosen location: Right next to the main pier of Sweden’s summer hotspot for boating enthusiasts, Smögen.

Apart from the visitors experiencing the bar on site, the stunt let us create assets to reach the audience through earned traditional media, social media and through campaign material at regular bars all over the country.

The execution begun with the design and production of a fully equipped Carlsberg-branded bar, including bar counter, stools, beer fridge and taps with a menu of non-alcoholic beers and neon signs displaying the message "Don't drink and boat, stay sober and float". This was done alongside choosing the optimal location and securing necessary permits.

The bar premiered on July 1st with an event attended by invited news media, scuba diving organizations and the public. This was livestreamed on Carlberg's social channels. The bar was then open for on-site experience for another ten days.

Simultaneously the second phase was initiated (which continued throughout the summer) as the bar and the message spread through a PR-activation, online film on social media, print ads and collaborations with seaside bars through signs and table top ads.

The bar became the symbol to abstain from alcohol at sea, exceeding every target. News of the sunken bar spread all over the world, resulting in a potential earned reach of 31 million and 15,5 million social media impressions (Meltwater).

The key objective - positive change in drunk boating numbers - was achieved, as the number of reported cases dropped by 43% compared to previous summer, according to the Swedish Police Authority.

Also, brand reputation reached an all time high, due to a 1.9% increase. And in a fast growing and highly competitive environment, the leading market share of Carlsberg Alcohol Free was extended after a 1.6% increase.