Carlsberg — Pripps Radler

Case overview
A nationwide summer activation campaign launching Pripps Radler, a new non-alcoholic drink. Through a mobile bistro concept, photo activations and digital presence, we toured Sweden's major summer cities, 21 locations over 42 days, creating brand awareness and driving trial across the country.

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
Nearly 15,000 Pripps Radlers distributed digitally through the online campaign
84% recommendation rate
4.9/5 rate on overall impression of the summer activation
91% had a very positive or positive brand experience while visiting us
85% claimed they would purchase a Pripps Radler in the future
The consumer trial rate was 4 times higher than average product launch in the AFB Category (after 5 months)

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.

My role
Art direction
Visual design

Deliverables
Mobile Pripps Radler bistro and bicycle
3 fully branded trucks
1 fully branded car
Photo activation with shareable photos and digital friend coupons
Digital campaign distributing almost 15,000 Pripps Radlers online
Digital billboard advertising throughout major Swedish cities
Casefilm

bild-kollage

The fully branded mobile Pripps Radler bistro and bicycle visited 21 locations across Sweden during the 42 days long tour 

bild-cykel
bilder-adshell

Digital billboard advertising throughout major Swedish cities

Created at Passion Lab 
2021

© 2026