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Carlsberg – If Carlsberg Did Valentine’s

Acknowledging beer’s most overlooked audience – women.

Our shopper marketing team told us that 56% of all beer purchases are made by women, yet the majority of beer marketing is directed at men. So we decided to hijack Valentine’s to give them something back. We gave them an answer to the modern-day conundrum, ‘What do you give a man on Valentine’s Day?’.

Valentine’s Day casts men as uninspired, forced gift bearers. Consequently, women are left with the difficult task of trying to make them more interested.

Aimed at women, we created the Carlsberg Beer Bouquet. A handcrafted bouquet arranged with warming smells of hops and barley, adorning six refreshing Carlsbergs – available for delivery in time for the special day.

Did focusing our attention on women spread the love?

The campaign launched on Facebook and Twitter, culminating in a competition to win the bouquets. The love then blossomed and brewed across social, reaching over 1.5 million people, with thousands entering the competition.

This campaign formed part of the Carlsberg ‘Newsroom’, the world’s most awarded social marketing initiative in both 2015 and 2016.