An important KPI for the Carlsberg brand is to become the beer of choice in connection with Male Bonding – getting men to be more social together and drink beer. Carlsberg wanted to support and join the debate about friendships between men while strengthening brand equity within the target group, increasing sale of the Carlsberg Pilsner during the respective time frame.
Men like beer and their friends. Studies show that 75% of men would like to see their friends more than they do. Male friendships contain love, honesty, strength, manhood and playfulness. And they love to compete. Unlike women, men don’t talk much about their friendships, but women love to see men having a good time together. Thus, women are part of the target group as well.
“BFF – Beers for Friends” was born based on the consumer insight. We cooperated with the TV 2 Zulu show called Zulu BFF – a hidden camera show testing how far Danish friends would go for one another. To support the show, we developed a Facebook app making it possible to create your own Friend test and produced 15 million cans asking the target group friendship questions. This way, Carlsberg supported men’s friendships – strengthening the social relation to beer.
A reach of 10.2 million, sales increase of 12% in a decreasing market and more than 20,000 people testing friendships in the Facebook app.