REFRESHING A BRAND WITH PRODUCT INNOVATION

The main ingredients in Carlsberg lager – barley, hops and yeast – are rich in vitamin B and silicium, both of which are said to have beautifying properties for both hair and skin. So to showcase the quality ingredients of Carlsberg lager, we created the Beer Beauty line of male grooming products, with a shampoo, conditioner and body lotion each containing half a liter of real Carlsberg beer. More than 8,000 publications picked up the story, and millions of social shares spread the news worldwide. The series sold out within a week and is now available at select retail locations.

To celebrate Carlsberg’s 25-year partnership with Premier League soccer club Liverpool FC, Carlsberg did what it does best. Brew beer. And drawing on scientific evidence that plants are positively affected by light and sound, we exposed hop plants, the essential ingredient of beer, to the light and sound of Liverpool games from the past 25 years. The story of the uniquely brewed fanbeer spread across the globe from Liverpool supporters to the broader media.