As we researched the subject, we found out that the main ingredients in Carlsberg lager – hops, barley & yeast – do not only have beautifying properties for hair and skin, but they are also great compounds for shaving products as they contain lots of antioxidants, oils and antibacterial acids. Based on this insight, we decided to extend Carlsberg's existing beauty series with a range of shaving products made with Carlsberg lager and give all proceeds from sales directly to the Movember Foundation.

The execution can be divided into three phases:

1) Production of shaving products: We teamed up with Danish cosmetics producer Urtegaarden's R&D team to develop and produce the shaving series.

2) Preparation of PR material: The entire production process was documented through a short-film, which was used as part of a PR toolkit containing a press release, Q&A, pack-shot images and video footage to launch the campaign.

3) Launch: The campaign was launched via PR outreach and product seeding to influencers and global media on October 29th - the same day as the products were made available for purchase on Carlsberg's webshop. After having seeded the video with bloggeres and media, it was placed on YouTube to amplify WOM and fuel media coverage. On the 30th and 31st of October, shave-off events were held in Copenhagen and London with celebrities, media and consumers attending.

Media from around the world took interest in the campaign, and millions of social shares made the story spread worldwide. The Carlsberg Beer'd Beauty Series spread the word not only about Carlsberg’s new beer infused products, but just as importantly about the Movember Foundation and its important cause. The campaign generated 281 million impressions and a total of 140,421€ was donated to the Movember Foundation.