Carlsberg is the official beer and cider partner of Live Nation festivals and venues throughout the UK. In 2018, based on the insight that music is the number one passion point amongst young beer-drinkers in the UK, Carlsberg’s objective to target a new, younger demographic led them to focus on live music.
Carlsberg’s new brand positioning of “A better way. The Danish Way” was communicated in innovative engaging ways, enabling Carlsberg to drive home their overarching mantra of ‘Betterment.’
The 15 year Carlsberg partnership continues to grow year on year, and 2018 saw the biggest and best year yet. The development of The Danish Quarter was activated across Latitude, Reading and RiZe festival, designed to showcase hygge vibes of Danish life. The campaign was amplified with branded video content across socials and cutting-edge location targeted messaging.
Throughout the year, fans engage with Carlsberg at multiple touchpoints from ticket promotions and VIP music experiences promoted across 6 million packs, to a bespoke digital hub for Carlsberg Music content and the Carlsberg Cold Can festival pick up initiative.
This year, Carlsberg x Live Nation won an award at the ESA awards for the Best Digital Campaign, an accolade of the success of this innovative partnership.