These digital native consumers demanded not only novelty, but authenticity and meaning to match their appetite for purposeful co-creation. It was a real challenge for Carlsberg, which had been maligned as a beer for mature drinkers and challenged by competitors’ youth-focused offerings like Heineken Silver and Tiger Crystal.
Ignite Carlsberg brand re-appraisal by revamping the approach to youth relevance and engagement, while hero-ing Smooth Draught as the product that facilitated and enhanced their meaningful moments.
Expand Smooth Draught’s existing “Make It Smooth” campaign: a simple yet rich concept that leveraged unique product attributes, while embodying Carlsberg’s premium positioning.
Grounded in the brand purpose, “Carlsberg moves us all to better” and a thirst for its rightful share of young Singapore’s mind and pocket, the brand took to the stage at Gastrobeats: Singapore’s urban lifestyle mashup of food, music and entertainment. This event would seat Carlsberg alongside heavy-hitter brands for a young audience of 400,000: a unique opportunity unveil a bold, new vision.
Translating the campaign idea into a truly surprising, share-worthy on-site activation meant a strategic deep-dive into brand and product assets and equities and resulted in a truly outstanding on-site activation, where guests were immersed in a multisensorial journey into the vibrancy and intricacy of Smooth Draught.
Whether in the stunning Smooth Draught Hall, or atop the Hop Leaf Platform: every experience was designed to lead back to the product’s smoothness and the brand’s drive to always Move to Better.
