Carlsberg Group week 5 2017

Challenge

Challenge Carlsberg wanted to advertise their Nordic beer, which is a new type of beer with 0.5% alcohol which comes in two refreshing flavors: Golden brew and Wheat. Nordic Hvede, an alcohol-free, unfiltered wheat beer. The beer has a cloudy, golden color due to the fine yeast tissue that is bottled. The beer is distinguished by having a soft, creamy and mouth-watering fullness despite the low alcohol percentage. 

Solution Carlsberg wanted to reach out widely with their new product, and in consultation with citrus media, it was decided to hit the target audience with posters in Fitness World's centers across the country. Fitness World is Denmark's largest fitness chain with around 470,000 active members. Over 75 % of the members are aged 20-49 and the group that spends far more money annually on experiences and pleasures compared to the general Dane. The message "When strength lies in freedom" and the poster design are aimed at the active target group, who have the opportunity to drink beer without the influence of alcohol. The posters hang at the centres' busiest areas - e.g. entrances and exits, extension areas and other strategic locations that ensure constant visibility.