Carlsberg wins with consumer activation campaign

Established in 1847 by brewer J.C. Jacobsen, Carlsberg Group is one of the leading brewery groups in the world today, with a large portfolio of beer and other beverage brands.

The challenge

In spite of its global presence, Carlsberg recognised the need to react to changing consumer trends, where standard lager was seen to be falling behind developing tastes.

The brewing company went back to its roots to renew its focus on quality brewing as a differentiator. Using this founding principle, it updated and relaunched its Danish Pilsner recipe in March 2019.

Raising awareness, changing perceptions

It wanted to publicise its rebrewing efforts as part of the launch and so, embarked on a major marketing campaign designed to raise awareness, encourage product sampling and drive sales.

Carlsberg worked with Eagle Eye to encourage sampling of its new brew using highly targeted promotions. With 8m target consumers, it identified the best out-of-home venues to engage them.

Developing an award-winning “Probably not the best beer in the world’ multimedia campaign, (inverting its own tagline by inserting ‘not’), it complemented this with On-Trade and Off-Trade promotional activity to:

  • Amplify awareness of Carlsberg’s Pilsner relaunch and accompanying marketing campaign;
  • Encourage product sampling to boost customer acquisition, retention and sales; and,
  • Use promotional data-driven insight to optimise media spend and retarget customers.

Promotion provides campaign acquisition

Carlsberg used the Eagle Eye AIR platform to manage the issuance of promotional offers of free pints of Pilsner, and their redemption in Stonegate Pubs and 500 independent pub outlets.

The promotional activity powering Carlsberg’s campaign was delivered to its target audience via the media, channels and techniques most likely to incentivise registration in exchange for a free sample.

Eagle Eye Solution

  • Coupons
  • B2C Landing Page
  • Connection at Till

This activity included the generation and issuance of unique promotional coupon codes in AIR, which also provided the brand with validation, redemption and attribution tracking through to sale.

Eagle Eye provided Carlsberg with visibility of its promotional performance via AIR, and also handled redemption notifications and sales attribution via its direct connection to the merchant till.

Eagle Eye AIR integrates with merchant clients’ EPoS software to manage redemptions at the point of sale in real time, while unique code issuance and validation eliminates fraud or mal-redemptions.

Boosting sales and customer visibility

The campaign achieved a 20% issuance-to-redemption rate among participating Stonegate and independent merchant venues, while providing Carlsberg with valuable customer and sales data.

While also delivering Carlsberg increased marketing ROI, through effective customer acquisition and full sales attribution, participating merchant venues were also able to drive footfall and increase sales.

Emily Grafton, Carlsberg National On-Trade Customer Marketing Manager, said: “The benefits for us have been absolutely huge. Getting our beer into their hands of consumers across the country has been absolutely amazing. So, we’re delighted with the partnership; it’s worked really well for us.”

Friends at the bar

Eagle Eye Benefits

  • Improved marketing capability to attract new customers and retain existing customers;
  • Enhanced promotional visibility to drive customer acquisition, brand awareness and ROI; and,
  • Digital performance marketing activation and execution for strategic customer insight and sales attribution.

Carlsberg Testimonial Video

Emily Grafton, National On-Trade Customer Marketing Manager at Carlsberg on the benefits of working with Eagle Eye.

Watch Video