The Drum Awards Festival - Official Deadline

-d -h -min -sec


By Katie Deighton, Senior Reporter

March 24, 2016 | 2 min read

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.

Bar Experiential Marketing Carlsberg

Other episodes in the series

Episode 1

Cadbury unleashes the moo of its animatronic cow to promote bovine adoption promo

Cadbury Dairy Milk took to the ever-popular activation spot of the Southbank this week with an animatronic cow in order to promote its Buttons brand’s bovine adoption scheme.

Episode 2

‘Alexa, order me a cocktail’: Diageo and Dentsu Aegis test voice activation in the connected bar

Connected devices, the internet of things and voice activation: all innovations the modern marketer usually confines to the bounds of the home. But in Cannes this year Diageo has teamed up with Dentsu Aegis agencies Isobar and iProspect to bring these technologies into a new consumer market: the bar.

Episode 3

Welcome to the mind of Mark Denton: a look at the work in his Art Mart gallery

The extraordinary creative mind that is Mark Denton has his own art gallery – a grocery shop styled show in Shoreditch, London.

Episode 4

Inside the San Miguel Experience: why the brand is investing in immersive events

San Miguel launched its Rich List campaign earlier this year in a bid to celebrate individuals who have dedicated their lives to seeking our new experiences. Now the beer purveyor is turning to live events to help recruit applicants.

Episode 5

‘It’s not a political statement’: why Publicis is celebrating immigration through artwork

Visit Publicis’ London office on Baker Street throughout August and you’ll find yourself in the midst of an art gallery curated to celebrate the creative lifeblood that immigrants – and the children of immigrants – bring to British culture. However the show should not be read as a political statement, according to the agency’s chief executive.

Episode 6

New York's window displays reviewed by Deutsch head of design Roger Bova

Holiday window displays by big retailers make the season sparkle, with shoppers mesmerized by the shiny details that go into each exhibit.

Episode 7

Behind the scenes of EasyJet's last minute Christmas campaign

On a snowy December morning outside of Terminal One of Gatwick Airport, Santa was seen clambering up and down an escalator without a reindeer close by.

Episode 8

ABB on why its title sponsorship of Formula E is as much about brand reputation as awareness

Tech company ABB hopes its title sponsorship of Formula E will finally make it a global name. But the deal is also fuelled by an authentic support of the race’s underlying philosophy – in spite of its political and sporting controversies.

Episode 9

#TrumpBaby takes flight – and proves the brand-building case for crowdfunding

Today (13 July) saw a rotund orange pocket of air fly above London’s Parliament Square in protest of Donald Trump’s visit to the UK. The huge media interest in the event has proven that crowdfunding a creative idea can not only work but can build a solid brand for the project in the process.

Episode 10

Panasonic wants consumers to adopt a ‘buy less, respect more’ approach to tech

Panasonic Design’s dark but calming installation at the London Design Biennale encapsulates the brand’s refreshed approach to tech – one that connects less with 20th century consumerism and more with the Japanese approach to care and respect.

More from Bar

View all