Passport Not in Order

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In one of the stranger guerrilla marketing efforts we've run across, Carlsberg beer and New York agency Cossette Post have come up with a "lost" passport trick. Faux passports that are actually Carlsberg promos, which include "12-pages of company facts and worldly information presented in a fun and attention-getting fashion," according to the agency, "are designed to appeal to the worldly consumer-the inside pages include the requisite 'stamps' from countries around the world along with information on how to toast in 34 different languages and how to ask, 'May I please have a Carlsberg beer?' in everything from French to Romanian." They're being left in the backs of cabs and on the ends of bars in cities in 35 states, including Chicago, Boston, New York, Las Vegas, San Francisco and Philadelphia. The Carlsberg Passport, as it's known, "looks and feels like the real thing," claims Cossette, featuring a textured cover in Carlsberg's traditional shade of green. "I skip past print ads every day, but I don't think even the most jaded among us would ignore a passport found in the back of a cab," says CCO Robert Reiser.

Client: Carlsberg Agency: Cossette Post, N.Y. CCO: Robert Reiser CWs: Steve Crane, Brian Maiolo AD: Lori Peck Designer: Kim Baskinger

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