Creating a billboard and forming the Carlsberg bottle with more than 500 new Carlsberg bottles on each billboard was enough to create lots and lots of fuss and attention towards the launch of the new Carlsberg bottle.

Nowhere in Europe was there so much attention towards the change of the bottle as in Belgium. Thanks to the Carlberg "bottles" billboard. It is considered, and we quote the Carlsberg Brand manager, " the best practice of a bottle launch within the Europe Carlsberg group".