Carlsberg PR Stunt

If Carlsberg Did Chocolate Bars

The Brief

Scene2 worked with Blackjack Agency to design, build and install a giant poster site which housed a hidden working bar, completely coated in real chocolate. Installed at the Truman Brewery in London for a 1 day PR Stunt for beer giants Carlsberg it was the perfect chocolate activation ahead of the Easter weekend.

Our Solution

With a 3-week production lead time, Scene2 designed and built the bar so that it could be fixed to a 48 sheet poster site, measuring six metres wide by three metres high. The bar was constructed from timber and MDF, and then, working with a chocolatier, covered in nearly half a tonne of the finest Belgian chocolate. The design replicated a traditional British pub with features including a chocolate dartboard and fully functioning beer pump. 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.

“”We turn the ordinary into the extraordinary. By creating this “world-first” chocolate bar, we feel that we’ve done just that.”

Dharmesh Rana – Senior Brand Manager Carlsberg UK