Carlsberg: '#AdoptAKeg'

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In 2010, Grey Europe created a campaign for Carlsberg to support bars in its homeland of Denmark by asking people to adopt a keg.

Drinkers were encouraged to fill up virtually from home and exchange for real beer in a real bar; as soon as they are able to reopen.

To take part, all beer-drinkers need to do is enjoy a bottle or can of Carlsberg at home during the lockdown and scan the label to add it to their virtual keg on the Carlsberg website. 

People can fill their virtual keg with four scanned beers, adding up to one beer a day. This will earn them two post-lockdown pints, on Carlsberg; to share with a friend when visiting their favourite bar, pub or restaurant.

The TVC was also supported by a social media campaign created by AKQA on Twitter, LinkedIn and Instagram.

In just 48 hours, 2,158 virtual kegs were created in Denmark, with 1297 bar-codes validated, and the campaign received the support of the Danish Bartender Association. 


Grey London is an open and diverse crew of thinkers, dreamers and doers on a mission to become the most progressive, creative agency in the world.

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