Carlsberg’s latest chocolatey experience forms part of the brand’s plan to target a wider demographic, senior brand manager Dharmesh Rana told The Drum.
The Danish brewer unveiled the latest of its ‘If Carlsberg did…’ stunts near London’s Brick Lane yesterday (23 March). The activation was a twist on the term chocolate bar, with Carlsberg creating a bar scene – including counter, dartboards and bowls of snacks – all made from chocolate.
The centrepiece was a beer dispenser, which consumers could use to pour themselves a complimentary half pint of lager that could be enjoyed in a Belgian chocolate glass.
Carlsberg’s senior brand manager, Dharmesh Rana, explained he hopes a heavy investment in experiential will allow for deeper consumer engagement, while bringing the ‘If Carlsberg did…’ idea to life opens up the company to a plethora of creative options.
“When I’m talking about a traditional TV campaign, I’m talking about the same subject area to broadly the same audience every time,” he said. “Whereas with [the experiential series], I could be talking about completely different subject matters and therefore reaching a much larger audience, which is what we’re trying to do with the Carlsberg brand.”
He added that the campaign’s efficacy is measured on three metrics – earned PR, social engagement and brand sentiment levels. Last year, Carlsberg’s beer-dispensing poster delivered 14 times more earned PR than its cost.