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By Tom Banks, Creative editor

July 9, 2024 | 2 min read

Carlsberg Sweden has teamed up with lure company Claes “Svartzonker” Claesson to show the dangers of fishing in this new campaign by Burson.

A functional limited-edition lure has been designed for the stunt, which has been executed in a playful way to bring home a serious message.

Drowning is the third highest cause of unintentional injury death worldwide, according to the World Health Organization (WHO), and alcohol is understood to often contribute to fatal boating and fishing-related accidents.

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In Sweden – where there are more than 10,000 lakes – a new survey commissioned by Carlsberg Sweden showed that 41% of Swedes are open to drinking alcohol while fishing and 20% have done so. In the demographic of young men, 55% are open to drinking and fishing.

Carlsberg uses the campaign to promote a Carlsberg Alcohol Free message rather than heavily promoting its 0.0% product.

The DrunkenBaits lure has been distributed to selected retailers with sales profits going to fish conservation work and Swedish Red Cross water projects.

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