Dynamic Marketing Communiqué

A billboard that offers free beer?! #ProbablyTheBest [Gorillas of Guerrilla Marketing]

April 23, 2020

Billboards are some of the best places for creative marketing campaigns.

Despite the rise of digital marketing platforms today, brands still use billboards to create some interesting and striking ads that get people talking!

One recent example of a billboard that got everyone’s attention was from Danish beer brand Carlsberg.

What made their billboard stand out?

BEER. It served beer.

… and it’s FREE!

This definitely got so many beer-lovers extra excited.

The billboard was installed in East London with the tagline placed front and center.

“Probably the best poster in the world.”

A beer tap was attached to it and allowed people to get a glass of beer.

Carlsberg used this as a way to show everyone (excluding minors, of course) how their beer tasted and left a lasting impression. It was also a way to make them one of the top-of-mind beer brands.

This 2015 marketing stunt got so much attention from people passing by. It also encouraged beer drinkers to choose Carlsberg.

This also exhibited experiential advertising, which is a strategy that looks for innovative ways to market a brand to its consumers and find a way to get them engaged and involved.

According to senior brand manager Dharmesh Rana:

“We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising. ‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”

People were definitely lining up just to get a glass. If you love beer, why wouldn’t you, right?

Some even took pictures and shared it all over social media using the hashtag #ProbablyTheBest! They made such a buzz on Twitter, gaining 3 million impressions!

Carlsberg worked with Fold7, a creative agency in London, to execute the campaign. The agency’s founder, Ryan Newey, said:

‘‘If Carlsberg did’ is an iconic property. Our challenge was to take something that is already so well known and bring it to life in a way that will engage today’s consumer. Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.”

The billboard was a part of Carlsberg’s massive advertising campaign. It helped the brand increase its 2015 sales by 20% and was seen to be the fastest growth among the top beer companies in the world that same year.

The campaign even reached 60 million people across all media platforms.

It was recognized in the 2016 FAB Awards, winning the FAB Award in the Posters & OOH: Creative & Effectiveness Category. It also received Silver in the 2015 Clio Awards in the Out of Home category.

Using Carlsberg as an example of getting their target audience engaged, you can also find different and appropriate ways to promote your product or service!

In your marketing plan, you can incorporate interactive physical ads or online landing pages and websites that encourage people to participate.

Carlsberg’s guerrilla marketing campaign is a great example because they let people experience their product firsthand. It also helped them get the attention they needed through word of mouth and the power of social media.

With the number of beer drinkers in London that were lucky enough to experience this campaign, it’s impossible to keep it a secret. They’d run to a free-flowing tap the first chance they get!

Now, who’s craving a glass of ice-cold beer?

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing is inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s Gorillas of Guerrilla!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research

View All

You don’t have access to the Valens Research Premium Application.

To get access to our best content including the highly regarded Conviction Long List and Market Phase Cycle macro newsletter, please contact our Client Relations Team at 630-841-0683 or email client.relations@valens-research.com.

Please fill out the fields below so that our client relations team can contact you

Or contact our Client Relationship Team at 630-841-0683