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25/09/2011 by

That Calls For A Carlsberg

A classic situation, you and your friend/date decide to go out for a movie, enter the room and are looking for your seat.

Sometimes there may be some weird people sitting in the audience, but obviously you don’t except this.

Social experiments expose people and their reactions in difficult, different or really uncommon situations and show their natural responses. Carlsberg used kind of experiment in stunts in various cinemas across Belgium.

Some innocent couples entered a cinema and wanted to take their seat, but the room was already almost full with, well,  not-so- friendly looking gentlemen. How will they react? Carlsberg. Only two seats left.

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See? Overcome your fears and be rewarded. Amazing. And also a way to enhance customer brand experience.

In the beginning of this year, Carlsberg launched a new global positioning and baseline ‘That Calls for a Carlsberg’. Carlsberg is a well-known brand, but people didn’t necessarily know what the brand stands for.

With this global positioning Carlsberg wants to add essence to the brand and tell the Carlsberg story, so every market understands that Carlsberg beer stands for tradition, quality, a great taste… and making the right choices.

And some background info – to reinforce the baseline “That Calls for a Carlsberg” Duval Guillaume Modem proposed an original experiment and the result can be seen in Kinepolis and on-line, actually becoming an amazing viral, 870.000+ views since 22nd of September.




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Martin Michalik
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