Carlsberg's 'adopt a keg' program asks people to drink beer at home to earn bar pints in the future

Campaign by Grey Europe goes to supporting the country's closed bars

Published On
Apr 24, 2020

Editor's Pick

Although Denmark has started to lift its lockdown measures by reopening schools and some small businesses, physical distancing measures are still in place—so bars remain closed. But the country's famous export, Carlsberg, is supporting pubs in its homeland by asking Danes to “adopt a keg.”The campaign, via Grey Europe, lets people fill up their adopted virtual keg online and exchange it for real beer in a real bar later on when they reopen.

Here's how it works: when someone drinks a bottle or can of Carlsberg at home, they need to scan the label to add it to their virtual keg on Carlsberg’s website. Over 2000 kegs have been created and people can fill their virtual keg with four scanned beers, adding up to one beer a day—at which point they will earn two post-lockdown pints to share with a friend when they visit a bar. Carlsberg will be fronting payment for the real-world beer, which will go to support bars around the country.

The project, which is supported by the Danish Bartender Association, is being promoted by a TV ad which features the lonely keg and finishes with a spin on Carlsberg’s long running “Probably” tagline, saying: “Can we drink today like there is a tomorrow? Probably.” (Yeah, it's a little dark: but we know what they're getting at.)

The ad is also supported by a social media campaign via AKQA on LinkedIn, Twitter and Instagram. 

“We wanted to help bars, which are critical partners for Carlsberg, but we wanted to do it in a way that was both on brand and different than all the other stuff out there that banks in the same type of tonality and footage,” said Javier Campopiano, Grey Europe CCO in a statement. “This is a really Carlsberg way to help.”


Apr 24, 2020
Client :
Agency :
Global Brand Director :
Julian Marsili
Senior Global Brand Manager :
Eric Yves Schmidgall
Head of Marketing & Sponsorship Denmark :
Christopher Bak Billing
Global Brand PR Manager :
Sam Wainwright
Chief Creative Officer Grey Europe :
Javier Campopiano
Global ECDs Carlbsberg :
Graham Drew
Global ECDs, Carlbsber :
Emiliano Gonzalez De Pietri
Creative :
Fong Ong
Account Director :
Jeremy Pyne
Account Director :
Ryan Lacey
Account Executive :
Charlotte Crawley
Senior Producer :
Casper C. Rasmussen
Senior Producer :
Amy Cracknell
Assistant Producer :
India Smith
Designer :
Luke Sneddon
Designer :
John Patrick Racle
Designer :
Tyrone Zall
Production Company :
Production Company :
Production Company Producer :
Dillon Palmer
Production Company Executive Producer :
Callum Johnston
Director of Photography :
Laust Trier
Post Producer :
Claire Lifford
Editor :
Michelle DiFrancesco
Colorist :
Ben Rodgers
Composer :
Richard Canavan
Music Supervisor :
Sound Engineer :
Liam Conwell
Post Producer :
Claire Lifford
Editor :
Michelle DiFrancesco
Digital Agency :
AKQA Denmark
MD :
Steffen Blauenfeldt Otkjaer
Peter Lund
Nicolai Smith
Technical Director :
Peter Bruun
Senior AD :
Frederik Schumann
Senior Copywriter :
Lasse Rørdam
Junior Copywriter :
Arendse Rohland
Motion Graphics :
Thor Hedegaard
Strategic Planner :
Kenn Massesson
Client Service :
Hans von Haffner
Senior Developer :
Jimmi Nielsen
Senior Developer :
Dennis Haulund
Senior Developer :
Lars Munkholm
Senior Developer :
Bjarni Olsen
Analyticss :
Andrej Chudy
Analyticss :
Jonas Traberg

Need a credit fix? Contact the Creativity Editors

Project Type