Carlsberg — Pripps Radler
Case overview
A nationwide summer activation campaign to launch Pripps Radler, a new non-alcoholic drink. Through a mobile bistro concept, photo activations, and digital presence, we created brand awareness and trial across Sweden. Over 93,500 samples were distributed with 84% recommending the product to friends.
Challenge
How do you create awareness and trial for a new non-alcoholic drink in a crowded market? Pripps Radler needed a launch campaign that would reach people during summer moments when they're most likely to try a refreshing beverage.
Outcome
Over 93,500 Pripps Radlers distributed across Sweden during the summer campaign
84% recommendation rate
Almost 15,000 digital Pripps Radlers was distributed through the online campaign
Case film
Solution – Den Solklara Törstsläckaren (The Obvious Thirst Quencher)
We brought Pripps Radler directly out to consumers where they spent their summer — in cities and on beaches around Sweden. We creating a mobile brand experience that combined sampling, social engagement and a playful summer vibe.
The concept:
A Pripps Radler bistro and branded bicycle touring Sweden, offering ice-cold drinks at high-traffic summer locations. To amplify the experience, we created a photo activation where people could take playful photos and send digital Pripps Radler coupons to friends, encouraging word-of-mouth and trial. The concept was built around visibility, accessibility and playful interaction. Turning sampling into a social and shareable summer experience.
The campaign ran across physical and digital touchpoints, creating multiple ways for people to discover and experience the brand.
Deliverables
Art direction
Mobile Pripps Radler bistro and bicycle touring 21 locations across Sweden over 42 days
3 fully branded trucks
1 fully branded car
Photo activation with shareable moments and digital friend coupons
Digital campaign distributing almost 15,000 Pripps Radlers online
Digital billboard advertising throughout major Swedish cities
The fully branded mobile Pripps Radler bistro and bicycle visited 21 locations across Sweden during the 42 days long tour.
The campaign included Digital billboard advertising throughout major Swedish cities
Created at Passion Lab
2021
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