Our idea came from the brand’s heritage. Carlsberg is Danish. Denmark is known not only for its understated style and cool, but also renowned for being the happiest country on earth. “The Danish Way” campaign was conceived as a path – a series of life choices that make Denmark one of the world’s happiest nations, that could help Carlsberg’s UK audience live better too.

Social listening revealed that over half of all UK engagements on any content from Carlsberg were on content about football, much of originating from football sponsorships and partnerships. The audience had no idea that Carlsberg was Danish – but research showed that when they were given this information their appraisal of the brand rose instantly. Carlsberg’s greatest strength was lost in its attempt to assimilate into British culture.

Our “Danish Philosopher” character, portrayed by Mads Mikkelsen, became the primary voice of The Danish Way. Three hero content films, on “Commuting”, “Communicating” and “Hygge” the Danish Way, were shot with Mads in Copenhagen in December 2016. Alongside these, Mads also shot a flexible suite of shots and setups to function as the building blocks of ongoing reactive pieces throughout 2017.

These became the fuel of a calendar of snackable video that enabled Mads to address everyday topics, apparently in real time: Friday, January, Bank Holiday, Father’s Day, Halloween, Dating, Parenting and more… the Danish Way.

Beyond Mads, contributing “guest Danes” featured in a summer 2017 lifestyle series Made the Danish Way, heroing Carlsberg’s craft credentials, co-produced with counter-culture bible Huck Magazine.

A rotating cast of British influencers “test drove” the Danish way of life throughout the year – acting as a proxy for Carlsberg’s audience, embracing the Danish way.

Since launch, the Social Tap’s content has achieved a total reach of over 50 million, generating more than 10 million organic views in addition.

We had hoped to maintain Carlsberg’s engagement (or not sacrifice too much) as we refocused on credentials and brand storytelling. By grounding our content in our audience’s life and context, no compromise was needed. Instead, Carlsberg’s engagement rate on Facebook near tripled from 1.35% in 2016 to 3.06% in 2017. Carlsberg’s UK Instagram channel, newly-launched for the campaign, is 5x more engaging than Peroni and Stella Artois on Instagram. Overall, across platforms, engagement with Carlsberg has increased by 600%. Sentiment is up 10%.

The core target audience of affluent, ABC1 UK men was consistently the most highly engaged segment. Over 60% of 18-34 year olds now agree they are now more likely to purchase Carlsberg. 

Export has now become the fastest growing beer in its category.