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Brand Slam: Carlsberg vs. Heineken

In this month's Brand Slam we pitch the experiential brand strategies of two beer category heavyweights against each other - Carlsberg and Heineken.

In this month's Brand Slam we've pitched two lager heavyweights against each other
In this month's Brand Slam we've pitched two lager heavyweights against each other

Carlsberg

Event structure:

Carlsberg has recently worked with agencies including Pablo, Fold 7, Mission Media, The Marketing Store and Clifford French.

Social footprint:

@CarlsbergUK has 28.k followers on Twitter, more than 2.2m likes on Facebook, 8.5k followers on Instagram and 7k subscribers to its YouTube channel.

Recent campaigns:

In April this year Carlsberg created a poster that dispensed free beer, as part of its ‘Probably the best beer in the world campaign’. Passers-by were able to help themselves to a free, half-pint of the Danish lager from the poster positioned on the side of the Old Truman Brewery in London’s Shoreditch.

This summer the brand also surprised holidaymakers with free crates of beer at London City Airport. As travellers waited to pick up their luggage, the crates appeared on the carousel with an invitation to ‘Take me, I’m yours’.

Latest campaign:

Carlsberg’s latest campaign has revolved around charity fundraising campaign Movember. Teaming up with fashion and lifestyle brand Ted Baker, Carlsberg hosted a shave-off event across the label’s nine Ted’s Grooming Room locations in London on 31 October. Members of the public were offered the chance to receive a shave – usually priced at £22.50 - and a complimentary beer for just 99p.

Heineken

Event structure:

Heineken works with a range of different agencies. Recent activations have seen the brand partner with the likes of RPM, M&C Saatchi Sport & Entertainment, St. Luke’s, Publicasity, Starcom Mediavest and Possible.

Social footprint:

@HeinekenUK has 14.7k followers on Twitter, 19.8m likes on Facebook, 32.1k followers on Instagram and 147k subscribers to its YouTube channel.

Recent campaigns:

Heineken has delivered a host of recent activations, a result of its sponsorship of the Rugby World Cup. Activities included projection mapping London's Somerset House to look like a rugby stadium, and a coin hunt competition, which gave rugby fans the chance to experience the opening coin toss and a VIP match experience during the Rugby World Cup.

More unusually the brand partnered with the Van Gogh museum in Amsterdam in the summer. The link up will see the Dutch beer company deploy its flagship brand through 'themed activities'.

Latest campaign:

Earlier this month the brand hosted an exclusive screening of the new James Bond film Spectre, where guests could have a selfie taken from space. Attendees from around the world were invited to the event, which took place at Hoover Dan in the US state of Nevada. The brand partnered with Urthecast – a company which operates high definition cameras 600km above the earth on the Deimos satellite, in order to carry out the selfies. 

Verdict

Event says: A very tough call, but Carlsberg just clinches it due to the surprise acts of beer joy it spread with its activity.

Comment below to let us know what you think.

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