Carlsberg: Where passion brews

Carlsberg is a prime example of how passion fuels the pursuit of dreams. With its commitment to exceptional brewing, Carlsberg aims to inspire young people to chase after their own dreams.

Today, Smooth Draught has evolved into a symbol of youthful enthusiasm, encouraging young people to follow their passions with the same fervour that Carlsberg brings to every brew, as showcased at the recent Sneaker Con event.

Inspiring youth to fuel their passion

Carlsberg, a name synonymous with long-established brewing excellence, sought to infuse its legacy with the fresh energy of modern youth culture. Recognising the influential role of today’s youth, Carlsberg aligned its brand with their interests, aspirations, and ideals, giving way to the merging of its esteemed heritage with contemporary passion points for Hypebeast and street fashion, the sneakerhead culture, and football.

By integrating Carlsberg Smooth Draught with street fashion, the beer is envisioned not just as a beer, but a statement that exudes style and substance; while embracing the sneakerhead culture’s meticulous craftsmanship reflects Carlsberg’s commitment to quality brewing.

Through collaborations with leading streetwear brand AGLXY, and award-winning local designer Amos Ananda, Carlsberg has not only forged a connection with its target audience, but also showed support for, and spotlighted, notable talent.

Football is deeply embedded in Carlsberg’s brand DNA, and it brought this passion to life at Sneaker Con by recreating Carlsberg’s very own stadium and positioning itself as a symbol of the burning spirit that drives the younger generation to not just reach their goals, but also overcome obstacles along the way.

In bridging its legacy with the pulse of youth, Carlsberg not only redefines what a premium beer can be, but also ignites a spark to fuel their passion.

A resounding success

The Sneaker Con event, which was held at the Resorts World Sentosa Convention Centre on 2-3 March, provided an ideal platform to launch this transformative campaign for Carlsberg. The collaboration not only amplified Carlsberg’s visibility, but also fostered a deeper connection with its target audience.

The immersive experience at the event, which featured interactive activities such as the goalpost photo op, and the Ronaldo header game, as well as the limited edition merchandise and repurposed Carlsberg banner bags, not only attracted considerable foot traffic, but also created memorable interactions with the brand.

Stories from designers and sneakerheads, exploring their journeys of passion and perseverance, also forged a connection with the audience. By sharing their experiences, these narratives not only offered insights into their world, but also served as a source of inspiration for those who want to follow in their footsteps.

The results spoke volumes of the success. Over the two-day event, Carlsberg drew an impressive visitorship of nearly 20,000. The campaign also achieved a remarkable 5.2 million international reach and garnered PR value exceeding $250,000. This overwhelming success was further underscored by the booth being voted as the No.1 activation on-site, a testament to the campaign’s resonance with its audience.

The force behind the success

The success of Carlsberg Smooth Draught’s campaign at Sneaker Con was the brainchild of The Ad Makers’ expertise and strategic vision. The agency was instrumental in shaping and executing the campaign that positioned Carlsberg not just merely as a symbol of brewing excellence, but also of modern sophistication.

By implementing strategic initiatives, targeted engagement efforts, and an approach characterised by a deep understanding of Carlsberg’s brand purpose, and the target audience’s personalities and interests, the campaign enabled the seamless integration of a rich and timeless heritage with today’s cultural touch-points.

Every facet of the campaign showcased The Ad Makers’ commitment to the creation of engaging and impactful projects. From the initial concept development to the final execution, The Ad Makers demonstrated its immense passion for advertising and events, expertly crafting and fine-tuning every element, overcoming challenges, and delivering outstanding results.

Because of the campaign’s remarkable success, the agency was recognised with two prestigious awards – silver for Best Event Branding and Best Event – at the Marketing Events Awards 2024, further highlighting its exceptional work. 

Thanks to the campaign’s success, fuelled by The Ad Makers’ strategic insights and creative prowess, Carlsberg’s integration into the world of Sneaker Con illustrated a significant evolution in the brand’s identity.

As it continues to bridge the gap between heritage and modernity, Carlsberg is poised to remain a favourite choice for every step of its journey, from the initial spark of a dream to all the hard work it takes to make it a reality, and every moment in between “where passion brews”.