As a part of Carlsberg Group’s ”Together Towards Zero” strategy, an armament for a better world and planet, there was a need to campaign in a way that convinced Danes to buy in on the mission of a more sustainable six pack. Also known as the snap pack, Carlsberg has revolutionized the way of carrying 6 cans of Carlsberg Pilsner, reducing the use of plastic by 76%.
We found out that most Danes want to implement a more sustainable lifestyle and be more green, but at the same time it is hard for us to take action since we are not always willing to cut down on things like cars and plane tickets.
The creative idea came from green convenience mixed with Carlsberg’s roots of wanting to do better. The classic “Probably” was turned around and used to ask an active question instead of stating “Probably the best beer”. Named “Kan vi gøre det lidt bedre? Probably” [Can we do a little better? Probably], we asked Danes indirectly to join. This led to a 360° campaign, and the snap pack was to be seen everywhere: in-store, on TV, SoMe, cinemas, on a campaign site, in many articles in BT, and through events with influencers collecting waste in nature. Carlsberg really meant this – it was anything but a one-day wonder.
The campaign lifted the Carlsberg Pilsner can sales value by 12.5 % compared to the same time period the previous year. That is more than double what Carlsberg needed to sell to meet the large production costs. And, most importantly, it spared the environment from plastic. An absolute success. Not to mention, this Carlsberg case won the Kom19 award, the Rambuk Grand Prix 2019 and Rambuk Effektpris 2019.