Carlsberg
Category
Art Direction & Visual Design
Year
A nationwide summer activation campaign launching Pripps Radler, a new non-alcoholic drink. Through a mobile bistro concept, photo activations and digital presence, we toured Sweden's major summer cities, creating brand awareness and driving trial across the country.
My Role
Art Director & Visual Designer
Created at
Passion Lab
Outcome
> 93,500 Pripps Radlers distributed across Sweden
≈ 15,000 Pripps Radlers distributed online
84% recommendation rate
The consumer trial rate was 4 times higher than average product launch in the AFB Category
85% claimed they would purchase a Pripps Radler in the future
91% had a very positive or positive brand experience while visiting us
Challange & Solution
Carlsberg needed a launch campaign for their new product How do you create awareness and trial for a new non-alcoholic drink in a crowded market? Carlsberg Pripps Radler, that would reach people during summer moments when they're most likely to try a refreshing beverage.
We brought Pripps Radler directly out to consumers where they spent their summer – in cities and on beaches around Sweden. We creating a mobile brand experience that combined sampling, social engagement and a playful summer vibe.
The concept – Den Solklara Törstsläckaren (The Obvious Thirst Quencher):
A Pripps Radler bistro and branded bicycle touring Sweden, offering ice-cold drinks at high-traffic summer locations. To amplify the experience, we created a photo activation where people could take playful photos and send digital Pripps Radler coupons to friends, encouraging word-of-mouth and trial. The concept was built around visibility, accessibility and playful interaction. Turning sampling into a social and shareable summer experience.
The campaign ran across physical and digital touchpoints, creating multiple ways for people to discover and experience the brand.
