By Seb Joseph, News editor

April 8, 2015 | 2 min read

Carlsberg has erected a poster in East London that dispenses free beer, kicking off a monthly series of stunts to prove that it does experiential better than its rivals. The Drum caught up with the brewer to find out how it came together.

For those people walking past Shoreditch’s Truman Brewery (8 April), the brewer is offering a cheeky pint should they walk up to a poster bearing the strapline “Probably the best poster in the world”. It’s a cheeky nod to Carlsberg’s iconic “If Carlsberg did….” Slogan, which has been revamped for what the brand deems younger, trendier drinkers after a four year hiatus.

Fans of the poster, which has ben created by Fold7, can expect more of the same every month from now until the end of the year with the brewer seeing the stunts as a way to generate buzz around the strapline’s return over a sustained period of time. Opportunities will flow from Carlsberg’s newsroom, which launched at the turn of the year, and sees its media, creative and below-the-line agencies working alongside its own marketers to concoct ideas designed to generate mass reach.

Dharmesh Rana, senior brand manager at Carlsberg UK, said: We have a pipeline of ideas that Carlsberg drinkers and new drinkers to the brand will see and hopefully in the long-term start drinking the beer.

“Complementing [the work we do on TV] will be a number of stunts like the poster that will happen all the way through until the end of the year. We’ll pick off key social events and potentially they’ll be things around the big trading months.”

Carlsberg is readying a campaign for its alcohol free Carlsberg Zero Zero beer alongside nationwide drives for its Export brand. Additionally, it plans to bring its Lord Somersby Somersby Cider brand character to life at festivals in the summer.

For the full interview see the video above.

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