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Why Carlsberg

My junior year I went abroad to Copenhagen, and very quickly fell in love with Carlsberg (before you get concerned, it was in a responsible way). You can find the beer in the States, but it is not popular by any means. 

 

To establish the Danish beer brand as a mainstay in the United States, I decided to reframe America’s relationship with beer in a Danish context.

Carlsberg

Abstract

Americans share stress, but not with each other. Our audience aspires to improve the quality of their lives through social interactions and even though beer was made to drink together, American narratives push our audience to drink alone. Carlsberg, hailing from Copenhagen Denmark, stands in contrast to these narratives and using the Danish concept of hygge, I showed how Carlsbergs are for you all, not just you.

The Ask:

Create a campaign to establish Carlsberg as the premier premium beer in the United States.

Background:

Beer was made to drink together, but not in America.

Historically, beer was made to drink together. Collectivist countries, like Denmark, have maintained this narrative while individualist countries, like the U.S., have not; in fact, America's alcohol sales skyrocketed during covid lockdowns, while Europe saw a slight decrease. 

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The American beer category has two main narratives: it's about the beer, it's about you, or both.

Modelo - Brewed for those with a fighting spirit          Michelob - Its only worth it if you enjoy it

Corona - La Vida Mas Fina                                                    Stella Artois - Make time for the life 

Dos Equis - Get a Dos                                                            Heineken - For a better world

Problem:

Americans share stress, but not with each other.

75%

of Americans feel stressed, and half say that their stress has increased in the past year.

56%

of people said they feel alone and find it difficult to share their mental struggles with friends and family.

57%

of people said that being less social had the most negative impact on their mental health.

40%

of young adults reported they drank alone to deal with stress during the pandemic.

Audience:

Our audience wants to improve the quality in their lives using the path of least resistance.

58%

of people say the healthy coping mechanisms they’ve picked up take too much time out of their day.

  • Our audience has normalized drinking alone to cope with stress and feels beaten up by the stressors of their everyday lives.

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  • They want a better work-life balance, with a focus on improving the quality - not quantity - in their life.

Drinking alone a bottle of wine to relieve stress, is this adulthood?

- Social Listening: Twitter

Opportunity:

Enter Hygge...

Hygge is the Danish concept of warmth and coziness that is best achieved together, and part of why Denmark is one of the least-stressed countries in the world.

The Danes attitudes’ towards beer reflects hygge: they see it as a symbol for relaxing together, obtaining this rosy ideal with every sip of a Carlsberg they take - that’s what makes them one of the “happiest” countries in the world.

Insight:

Hygge frees people caught in America’s rugged individualism.

America’s rugged individualism offers a beer to our audience and then isolates them. Hygge frees people from this vicious cycle of stress drinking and encourages our target to improve the quality of interactions with the people that matter most.

Strategy: Carlsbergs are for you all, not just you.

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Don't worry creatives, I haven't forgotten about you. Here are some things to think about!

Denmark is one of the happiest countries in the world. As a Danish professor told me, Danes are not happy but simply are content with their lives (s/o hygge). How can Americans incorporate hygge into their lives?

Masculinity is intrinsically intertwined into American society and culture. What are the effects of this on the way we drink together, and how could hygge oppose masculinity?

For partnerships / activations, what companies value the power and impact of social interactions on one's happiness and health?

Thought-Starters

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