Burson: Carlsberg’s DrunkenBait

Fishing is Sweden’s most popular pastime. Home to 10,000+ lakes and Europe’s longest coastline, it’s enjoyed by one-fifth of the population annually. Unfortunately, with this tradition comes a dangerous habit: people mix fishing with alcohol, leading to serious accidents. A recent surge in fishing and boating-related drownings (up 40% according to the Swedish Life Saving Society) put the issue in the spotlight. Victims were overwhelmingly men, and alcohol was often to blame, with one in three drownings being alcohol-related (source: Swedish National Board of Forensic Medicine).

The biggest worry? Despite these statistics, drinking while fishing remained culturally accepted. Carlsberg Sweden commissioned research revealing that almost half of Swedes were open to consuming alcohol while fishing, and an astounding 55% of Swedish men admitted to drinking while fishing, indicating a serious need for change. Acknowledging its part in the problem as one of Sweden’s largest beer distributors, Carlsberg wanted to be part of the solution. The campaign was born out of a dual purpose: to challenge a deadly norm and to promote Carlsberg’s alcohol-free beer as a smarter, safer choice for Swedish anglers.

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.

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.

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.

The results:

+6% non-alcoholic beer sales

-50% alcohol related accidents

90m earned impressions

20m social reach