Experiential PR Stunt for Carlsberg
Andy Dixon - June 2016
The perfect Easter PR stunt – a giant chocolate bar, based on a 48 sheet poster site, measuring six metres wide by three metres high, was installed for one day only at London’s Truman Brewery for Easter 2016 as part of the brewer’s “If Carlsberg did…” campaign.
Nearly half a tonne of chocolate was used to construct this giant edible experiential bar, which we produced working with our client Blackjack Promotions.
“We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we’ve done just that.” said Dharmesh Rana, Senior Brand Manager at Carlsberg UK.
The experiential, edible bar was constructed from timber and MDF, covered in finest Belgian chocolate and fixed to the wall of the Truman Brewery. It replicated a traditional British pub with features including a chocolate dartboard and fully functioning beer pump.
Carlsberg unwrapped the foil on the front of their bar in the perfect PR stunt, to unveil a two-metre-deep pop-up experiential edible bar, which we installed ahead of the Easter bank holiday weekend.
The bar opened to members of the public, who could step inside and help themselves to a pint of Carlsberg served in a chocolate glass.
Over a 3 week production period, we created the pop-up bill board, pub set ready for the chocolatier to work her magic.
The British public love beer and chocolate, so we’re delighted to be part of the team to bring them together to create probably the best bar there could be!