Who says beer and chocolate don’t mix?

Easter may be known for chocolates and egg hunts but it is also a time to celebrate with beer (Reynolds, 2016). And what a sweet way to promote beer on Easter week by matching it with chocolate! Carlsberg unveiled the world’s first pop-up chocolate bar at the Truman Brewery in London last Wednesday, as part of its #IfCarlsbergDid campaign (Byers, 2016). Built with a half ton of chocolate, everything from bar stools to wallpaper to cups to dartboard was made of chocolate (Reynolds, 2016).

Carlsberg Dartboard 2

The event, dubbed “If Carlsberg Did Chocolate Bars,” aimed to leverage on user-generated content and Internet memes (Reynolds, 2016). It provided a truly memorable experience and at the same time extended its reach globally via social media. In today’s digital age, it was a powerful way of gaining word-of-mouth marketing.

Carlsberg Lady

“If Carlsberg Did Chocolate Bars” was a great example of brand integration using social, digital, print and event marketing. It allowed consumers to have a unique experience while interacting with the brand. It also engaged younger audiences who do not necessarily prefer the traditional channels (Gwynn, 2016).

With three months to build and only five hours to experience (Arthur, 2016), one may ask, was it worth the investment? It appears that this event was all about the people they reached in real-time as well as the free advertising they got out of creating an attention-grabbing event.

Do you think “If Carlsberg Did Chocolate Bars” was successful? How do you measure a successful pop-up event?

Happy Easter!


Arthur, R. (2016, March 24). If Carlsberg did chocolate bars. Beverage Daily. Retrieved from http://www.beveragedaily.com/Manufacturers/If-Carlsberg-did-chocolate-bars

Byers, R. (2016, March 23). The Carlsberg chocolate bar has opened its doors in Shoreditch. Trendhunter Marketing. Retrieved from http://www.trendhunter.com/trends/carlsberg-chocolate-bar

Carlsberg UK. (2016, March 24). If Carlsberg did chocolate bars [Video file]. Retrieved from https://youtu.be/Wx9wc5gbQpo

Gwynn, S. (2016, March 24). Carlsberg’s Shoreditch chocolate bar aims to take the lager beyond football fans. Marketing. Retrieved from http://www.marketingmagazine.co.uk/article/1388829/carlsbergs-shoreditch-chocolate-bar-aims-lager-beyond-football-fans

Reynolds, A. (2016, March 23). Carlsberg reveals giant “chocolate bar” Easter stunt. PR Week. Retrieved from http://www.prweek.com/article/1388724/carlsberg-reveals-giant-chocolate-bar-easter-stunt



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5 Responses to Who says beer and chocolate don’t mix?

  1. Alli says:

    Hi Marily,

    Thanks so much for this interesting post! I think this pop up event is a really awesome idea. As you mention, “If Carlsberg Did Chocolate Bars” was a clever, unique concept to reach audiences in an unconventional way. Brands are realizing more and more the need to be creative through brand experiences and integrated media. Many can no longer rely on the tried and true traditional advertising as consumers have become blind and uninterested to these methods. While I don’t have access to any statistics or measurements in line with this particular event, I believe “If Carlsberg Did Chocolate Bars” can be considered successful if it generated word of mouth, advertising and overall increased interest in the brand.

    • Marily says:

      I totally agree with you. I think “If Carlsberg Did Chocolate Bars” generated word-of-mouth and continued to elevate their image as an exciting brand. However, as you mentioned, we do not have the numbers to prove that it translated into increased interest and ultimately sales. On the other hand, I think the event, as part of its overall #IfCarslbergDid campaign, enhanced their reputation as a “cool” brand.

  2. Kimberly says:

    I think this is awesome! What a creative way to market itself! I think that the #IfCarlsbergDid campaign is smart because it can be used in many different ways, and I assume as it keeps going will generate more and more followers.

    • Marily says:

      Yes, I think so, too! They can do so many things with the hashtag #IfCarlsbergDid. They made it so evergreen that they can do anything with the concept. Thank you!

  3. James says:

    I am not so sure I agree that this was a worthwhile marketing investment — It might have been fun and might help drum up attention and sales in its own local area for a short while. That might have been important in London, where as a (very mediocre) Danish beer, it faces lots of entrenched UK brands, along with other Euro mass-markets such as Stella Artois and Lowenbrau, as well as American mass-market imports.

    But I very seriously doubt it has legs outside of downtown London, and not for longer than several weeks.