Burson: Carlsberg’s Unexpected Depths

More than half of deadly boating accidents involve alcohol, according to the Swedish Transport Agency. As a leading brewery and distributor, Carlsberg wanted to raise awareness around the dangers of drunk boating and advocate for choosing non-alcoholic beer when at sea. The brand developed an activation targeted to boaters that could earn attention and carry the message: Don’t drink and boat.

In partnership with Burson, Carlsberg sank a bar to the bottom of the ocean off a main pier at one of Sweden’s summer hotspots for boating enthusiasts.

Submerged 20 feet below the surface, this fully equipped underwater establishment served as a powerful symbol of the very real risks associated with alcohol at sea. It opened to the public during peak season, serving the solution to the problem: non-alcoholic beer.

Local scuba diving organisations, key media and the public were invited to go underwater, explore the sunken bar and try the alcohol-free beer. The event was live streamed on Carlsberg’s social channels, producing spectacular assets to help spread the message on every available channel. On-brand campaign materials were also displayed at Swedish seaside bars.

The campaign made waves globally, generating an impressive 31 million in earned reach and over 15 million social media impressions. But the impact went far beyond online buzz. In summer 2022, drunk boating cases in Sweden plummeted by nearly half, according to the Swedish Police Authority.

The initiative also resulted in record-high brand reputation scores for Carlsberg, solidifying their commitment to responsible consumption. Furthermore, the campaign contributed to an increase in the brand’s already leading share of the competitive non-alcoholic beer market.

By taking a stand against drunk boating in such a unique and impactful way, Carlsberg and Burson proved that sometimes the most effective messages are the ones best experienced at depth.