Carlsberg Sweden has an ambitious sustainability program (Together Towards Zero) with a number of goals concerning environmental impact and social sustainability. One of these goals is Zero Irresponsible Consumption by 2030.
As part of this, Carlsberg wanted to address the problem of alcohol in boating. A majority of those who die in recreational boating accidents in Sweden have alcohol in their blood, despite the fact that the blood alcohol limit for boating is now the same as for drunk driving. The challenge was to find a new way to reach all thirsty boaters with a simple but clear message: Don't drink and boat.
The solution? Open a new bar, in precisely the place where the worst accidents end up, namely the bottom of the sea. As a powerful reminder to everyone on the water about the risks of drinking alcohol and operating a boat.
No sooner said than done, a fully equipped Carlsberg bar was built and lowered to the seabed in a strategically chosen location: next to Smögenbryggan – the country's gathering place for boat-loving holidaymakers. But the sunken bar was more than a warning about the risks of boating under the influence. It opened to the public and served the solution to the problem: Carlsberg's alcohol-free beer.
Results
Media and members of the public visited the bar at the bottom of the sea. The content was transformed into an online film, social media posts, print ads, and printed materials. Through Swedish seaside restaurants, the message reached boaters across the country, while the news spread in traditional and social media.
Carlsberg's sunken bar became the symbol for abstaining from alcohol at sea. The campaign generated enormous earned reach, Carlsberg's brand reputation achieved its highest figures ever, and in the non-alcoholic beer market, Carlsberg Alcohol Free's leading market share expanded.