Case Study: Carlsberg boosts responsible boating awareness with Burson and WPP

Carlsberg boosts responsible drinking awareness with WPP’s 31 million earned reach campaign

Carlsberg, a leading brewery, wanted to raise awareness about the dangers of drunk boating and advocate for non-alcoholic beer. They partnered with WPP agency Burson to address this challenge.

Burson created an underwater bar sunk off a Swedish pier as a powerful symbol of the risks. This activation served non-alcoholic beer and was promoted through events and social media. The campaign generated over 31 million in earned reach and 15 million social impressions. Most significantly, drunk boating cases in Sweden dropped by nearly half, and Carlsberg achieved record-high brand reputation scores.

Carlsberg