On NewYear's Eve, HM Queen Margrethe II announced her abdication, passing the throne to her son. It soon became clear that just 14 days later, a grand celebration for Denmark's new royal couple would take place. Naturally, Denmark's two largest beer brands, Carlsberg and Tuborg, which have been purveyors to the Danish Royal Court for decades, needed to participate in the celebration. For the first time in history, these two brands would stand side by side in celebrating the new Royal Couple.
The historic event was marked with both digital and large physical outdoor, on social media platforms, and in large back-page outdoor advertisements in all major Danish news papers and magazines – for many of these, it was the first time in history that the back page was dedicated to an advertiser. Additionally, a special brew was developed as a gift for the court in new design and packaging, and the public also felt the celebration with a limited edition special design for Carlsberg Pilsner and Tuborg Green, with no fewer than 19 million bottles released. Moreover, Tuborg and Carlsberg trucks were wrapped, and a special horse-drawn carriage was designed for the day to make sure the gift was delivered to the Court in style.
The major Danish media mentioned and praised the campaign. The PR value alone is estimated at 330+ thousand Euros and social media results were record breaking. Truly a campaign with a royal result.
An honor!
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