Carlsberg is targeting boaters in Sweden in a campaign to highlight "drunk boating" by installing an underwater bar on the ocean floor.

For the past couple of years, interest in boating has been booming in Sweden, partly due to the pandemic. Unfortunately, boating season is also the peak season for drowning accidents, and often alcohol is involved. According to the Swedish Transport Agency, more than every second person who dies in boating accidents has alcohol in their blood.

So, in a campaign to highlight the issue, as well as promoting its alcohol-free beer, Carlsberg placed a bar just outside the main pier of the seaside town of Smögen on the Swedish west coast, a hotspot for boating enthusiasts. The full-size bar measures 3.5 meters in width and 2.5 meters in height and comes fully equipped with bar counter, bar stools, neon signs, bar fridge and taps, and a menu of solely non-alcoholic beers.

People can view the bar from the pier, but there will also be opportunities to dive down to the bar, for a round of non-alcoholic beer on the bottom of the ocean, under the guidance of the local diving club.

The campaign, by BCW Stockholm, also includes print ads, on-trade materials, PR activations and an online film.