Hook, Line, and Sobriety
Instead of running another “drink responsibly” ad, Carlsberg and Burson dropped a warning straight into the water – and into the hands of its target audience – with the DrunkenBait. A limited edition, fully functional fishing lure resembling a drowned drunk person. An intervention that played into anglers’ love of unique lures while delivering an unmistakable safety message. Co-created with legendary Swedish bait builder Claes “Svartzonker” Claesson and supported by NGO Swedish Angler’s Association, each lure was individually handcrafted to be used and seen on the water, igniting real discussions around responsible fishing.
Luring the Attention of Media, Influencers and Anglers Alike
The scalable earned-first strategy targeted a diverse set of influencers and media, hooking anglers on the message of sobriety through craft, credibility, and channel relevance. DrunkenBaits were seeded to influential anglers, national journalists, and niche fishing media. Strategic use of general news outlets, targeted fishing publications, social media films, and livestreams allowed the campaign to reach both core and broader audiences. Paid influencer collaborations were carefully selected to ensure diversity, both in demographic representation and in content style, from technical fishing expertise to lifestyle and emotional storytelling. Retailers voluntarily sold the bait without sponsorship, with proceeds supporting water charities, further amplifying authenticity. Media relations played a crucial role: fishing legend Svartzonker and spokespeople from the Swedish Anglers Association were leveraged in interviews, securing high-quality coverage across major national TV, radio, and podcast outlets. When consumer demand surged unexpectedly, with baits selling out, sparking bidding wars and online forum discussions, the campaign adapted by fueling online charity auctions and competitions to sustain momentum.
Reeling in Success
The campaign exceeded expectations across all key brand metrics, driving significant increases in awareness, engagement, and positive consideration. It influenced consumer behavior, contributing to a measurable shift toward safer practices within the fishing community. The campaign also delivered sustained sales growth for Carlsberg’s alcohol-free beer, surpassing targets and setting new records. High demand for the DrunkenBaits, coupled with widespread media coverage and strong influencer engagement, underscored the campaign’s success in achieving its objectives while reinforcing Carlsberg’s position as a socially responsible and culturally relevant brand.
